| Since entering the 21 st century,with the rapid development of information technology,the operation mode of traditional enterprises also needs to change with the changes of the times.In 2015,Premier Li Keqiang put forward the "Internet plus" plan in his report on government work.He thought that information technology could be combined with traditional manufacturing industries,so that the situation of manufacturing industry in China could be changed to be large,not strong,and not very sophisticated,and it was written into the "13th Five-Year" plan.Therefore,as a business card of China’s secondary industry,the home appliance manufacturing industry is also actively seeking transformation,adopting the network strategy,and highly integrating the emerging Internet technology with the industry,so as to improve the product quality and irreplaceable.Therefore,how to apply Internet technology in the home appliance industry and combine the two has become a hot topic in the academic circles,which has important research significance.Based on the above background,this paper takes the typical case of Haier Zhijia as the research object,and focuses on the analysis of the main paths of the enterprise in the strategic transformation,as well as the impact of each path on the financial performance of the enterprise.The purpose is to explore the financial performance impact of the enterprise transformation path,and to provide reference for the strategic transformation of China’s manufacturing enterprises.First of all,based on the previous literature on strategic transformation,corporate financial performance and the relationship between them,this paper analyzes the path of strategic transformation and the impact of financial performance of Haier smart home based on strategic management theory,corporate performance evaluation theory and smile curve theory.Secondly,starting from the home appliance industry,by combing the history of the rapid development of China’s home appliance enterprises,the characteristics and advantages formed in the development process,as well as the problems caused by the rapid development,this paper summarizes the current situation of China’s home appliance enterprises.The household appliance industry as a whole is still in the wave of transformation.Although some achievements have been made and smart home products are constantly updated,the overall information level is still at a low level.Then,this paper uses the case analysis method,takes Haier smart home as the research object,and finds out the main path of the enterprise in its transformation process.There are three main strategic transformation paths for enterprises:(1)product structure changes from traditional household appliances to smart home products;(2)marketing channels change from offline to online and offline;and(3)organizational structure changes from bureaucracy to platform.Then we analyze the financial performance of Haier Zhijia.First,through the analysis of financial data,we find that:(1)online sales help enterprises to improve operating revenue;(2)R & D investment helps enterprises to improve innovation performance;(3)the platform of organizational structure is conducive to improving the overall operating capacity of enterprises.Then,using EVA economic value added,this paper analyzes the impact of Haier’s network strategic transformation on the financial performance of the enterprise.The overall performance of the enterprise shows a downward trend and then upward trend with the strategic transformation.At the same time,some non-financial indicators,such as brand value,education level of employees and proportion of managers,are selected to evaluate the evaluation of Haier’s strategic transformation by various stakeholders.Based on the above analysis,this paper draws the following conclusions:(1)digital marketing helps to increase the income of enterprises;(2)smart home appliances help to improve the core competitiveness of enterprises;(3)platform structure helps to improve the operating efficiency of enterprises.Finally,the limitations and future research directions of this paper are explained.It is hoped that home appliance enterprises can proceed from their own reality,use Internet technology for network transformation,catch up with the development dividend of the times,and obtain greater competitive advantage. |
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