Research In The Digital Transformation Strategy For FAW-VW Changchun Branch

With the adventure of the Industry revolution 4.0,the digital economy has intent to all works of life,and digital transformation has become a must answer for all manufacturing enterprises.At present,large,medium and small manufacturing enterprises in China are vying to be the pioneer of digital transformation,and strive to pursue the new value brought by digitalization,during which new manufacturing technologies and a large number of practical applications of digital equipment continue to emerge,and the competition for digital transformation is becoming more and fiercer.Automotive industry has been the first one to bear the brunt of this wave and has been one of the most suitable and difficult sectors in the manufacturing industry for digital transformation.FAW-VW Changchun branch is the representative of the oldest joint venture,and is currently the largest commercial passenger car manufacturing company in China.The company is huge and 30 years of accumulation makes the company have both new and old equipment and technology,so digital transformation faces greater difficulties.The correct direction of digital transformation strategy determines the survival of the company.This is an important topic that FAW-VW Changchun branch must answer.This paper takes FAW-VW Changchun branch as the research object to explore the digital transformation strategy of enterprises.Firstly,based on the current situation of digital transformation of FAW-VW Changchun branch,this paper analyzes the problems existing in the digital transformation of FAW-VW Changchun branch,and analyzes the problems of lack of digital top-level strategic architecture design,data governance,and core digital capabilities in the company’s digital transformation.The final anchor is that the management team lacks digital awareness and attention,lacks digital strategic planning and data governance,the point-based distribution of projects,insufficient support for the main business,lacks technical autonomy and development teams,the division of departments,and waste of resources.Secondly,by using the PEST model and Porter’s five forces model tools,the external and internal environments of FAW-VW Changchun branch are sorted out and analyzed,and the opportunities,threats,advantages and disadvantages of FAW-VW Changchun branch are obtained,as well as their importance and impact,and the combination of four development strategies in FAW-VW Changchun branch are analyzed and proposed through SWOT tool: SO(expansion strategy),WO(transformation development strategy),ST(diversification strategy)and WT(defensive strategy).Based on it,FAW-VW Changchun branch formulated it’s digital strategy.Through the three steps of digital business scenario insight,enterprise architecture blueprint and planning,and digital project set,the company has digital transform strategy route and strategic measures are formed: GO DIGITAL smart factory and pilot workshop construction,independent digital improvement,data governance,and digital talent empowerment.Finally,from the perspective of organization and process,technology and talents,it is proposed as guarantee measures for the implementation of the company’s digital strategy transformation,so as to ensure the effective implementation.The digital transformation strategy of enterprises is an important task that must be answered,and the planning and implementation of digital transformation strategies can enable enterprises to be invincible in the wave of digitalization.The paper analysis the method of literature and study the case,and use FAW-VW Changchun branch as the study object to research the digital transformation strategy.The results of this paper have guiding significance for FAW-VW Changchun branch to formulate the right digital strategy transformation,and can provide certain reference value for the digital transformation of FAW Group and even other automobile enterprises.