Research On Strategy Transformation Of L Company

With the arrival of the 5G era,people’s previous shopping model has gradually changed,such as the transfer from offline physical shopping to online shopping.At the same time,the sudden outbreak of the COVID-19 in 2020 will threaten the business development of all walks of life,especially small and medium-sized enterprises,almost threatening their survival and development.However,life is often hidden in threats.The sudden outbreak of the 5G era and the COVID-19 just pushed the rapid development of live broadcast e-commerce and online shopping.According to data records,live broadcast e-commerce first emerged in 2016,its main function is to use APP for online live broadcast.According to financial data,the profit of live broadcast business on an APP operating platform has accounted for nearly 40%.Faced with this considerable dividend and the current situation of sluggish offline entity sales,many enterprises have been attracted to carry out live broadcast business.L Company,the research object of this paper,also intends to take the opportunity of live broadcast e-commerce to enhance the core competitiveness of enterprises and successfully realize the strategic transformation of enterprises.L Company was founded in April 2015 as a small and medium-sized start-up enterprise.Its main business,the national comprehensive demonstration project of e-commerce in rural areas,will also be comprehensively revised and upgraded by the end of 2021.After the upgrade,the county government is more willing to support local enterprises to develop e-commerce,which directly affects the decline of L Company’s main business revenue.At the same time,facing the current situation of weak core competitiveness of other businesses,the company’s survival is facing great challenges,Forced to carry out strategic transformation.The logical order of this study is as follows: first,put forward questions,actively discuss the future development direction of the enterprise with the company’s senior management through the comprehensive collection of business information of L Company,and deeply analyze the current development situation and existing development bottlenecks of L Company with the help of relevant theories of enterprise strategic transformation,successful cases of strategic transformation and other information,so as to put forward research questions;Secondly,the related concepts and theoretical basis are discussed.By learning the enterprise strategic transformation theory,enterprise life cycle theory and two related concepts of e-commerce and live broadcast e-commerce,mature theories and concepts are used to guide the successful completion of this research more scientifically;Thirdly,based on the development status and current strategy of L Company,the internal environment of L Company’s strategic transformation is analyzed,and the external environment of L Company’s strategic transformation is analyzed with the help of PEST analysis method and Porter’s five forces competition model,so as to carry out more in-depth research in the near future;Finally,through the analysis of Boston matrix and SWOT matrix,the strategic transformation direction of L Company was determined,and the strategic transformation plan was formulated,and the study was finally completed.The purpose and significance of this paper is to put forward feasible suggestions for the current survival and future enterprise development strategy of L Company,and to provide reference for the contradictions existing in the process of transformation,survival and development of similar enterprises.