Analysis On The Motivation And Performance Of Haier Zhijia’s Digital Transformation

Nowadays,China’s economic development is in a transitional stage towards high-quality development,which is a very important historical node.The 14 th Five Year Plan discusses the importance of stimulating the potential of data elements and accelerating the construction of digital networks.As an important pillar industry in the construction of the national economy,manufacturing industry has great significance in how to adapt to the external economic situation and achieve Digital transformation.Integrating the digital economy into the traditional manufacturing industry is the key to the upgrading of Digital transformation.Among them,the household appliance manufacturing industry,as the representative of the manufacturing industry,is the general trend to accelerate the Digital transformation.Therefore,it is of practical significance to study and analyze the Digital transformation of household appliance manufacturing industry.This paper selects Haier Zhijia,the head enterprise of household appliance manufacturing industry,as the research object,and analyzes the motivation,path and performance of Haier Zhijia’s Digital transformation.First of all,this paper combs and summarizes the definition of Digital transformation,the motivation of Digital transformation,and the relevant domestic and foreign literature on the relationship between Digital transformation and enterprise performance,and expounds the relevant concepts and theories involved in this study.Then it analyzes the development status and Digital transformation status of the home appliance industry and Haier Zhijia;This paper analyzes the motivation of Haier Zhijia’s Digital transformation from four aspects:national policies,external factors,user needs and operational efficiency;This paper analyzes the Digital transformation path of Haier Zhijia from three aspects of product research and development,operation and sales.Then,evaluate the performance of Haier Zhijia’s Digital transformation through financial indicators such as solvency,profitability,operating ability,development ability and EVA;Evaluate the performance of Haier Zhijia’s Digital transformation through non-financial indicators such as brand value,R&D innovation,user satisfaction,ecological income and market share.Finally,relevant conclusions and enlightenment are formed.The conclusion is that Haier Zhijia’s Digital transformation has improved the performance of the enterprise;The first inspiration is to accelerate transformation and upgrading,and increase the importance of digitization;Secondly,adhere to innovation driven approach and enhance digital research and development sales;The third is to create a digital platform to enhance users’ personalized experience.It is expected that the research of this paper can provide some reference for other household appliance enterprises in their Digital transformation,and bring some help to the digitalization of China’s household appliance manufacturing industry.