The Influence Of Digital Transformation On The Performance Of Department Store Retail Enterprises

Digital economy is the strategic highland of a new round of scientific and technological revolution and industrial revolution,and an important source of high-quality economic development.The Central Committee of the Party attaches great importance to the development of the digital economy.By vigorously promoting digital industrialization and industrial digitization,the Central Committee of the Party will speed up the digital transformation and upgrading of enterprises to achieve a bigger and stronger digital economy.Digital transformation can stimulate the innovation and change awareness of department store retail enterprises,help them continuously explore and create new business models and market opportunities,and enhance their competitiveness and sustainable development ability.Studying the impact of digital transformation of department store retail enterprises on performance and its mechanism is of great significance for promoting the high-quality development of Chinese economy.This paper uses case analysis method,takes Rainbow Digital Commercial as the research object,and analyzes the motivation of enterprise digital transformation on the basis of contingency theory.Based on the business perspective and organizational perspective,sort out the digital transformation process of enterprises and explore the transformation path;combined with factor analysis,this paper analyzes the impact of digital transformation on corporate performance from two dimensions of financial and non-financial performance,and reveals its mechanism.The study found that:(1)Policy support,environmental changes,changes in consumption patterns,weak development and backward management models have jointly driven Rainbow Digital Commercial to carry out digital transformation;(2)Rainbow Digital Commercial mainly carries out digital transformation from four aspects of sales,management,operation and personnel training,broadens online sales channels,builds a digital middle platform and supply chain management platform,introduces store intelligent services,and promotes the adaptation of organization and business;(3)Digital transformation drives Rainbow Digital Commercial enterprise performance improvement.In terms of financial performance,digital transformation has improved profitability,operational efficiency,development capabilities,and reduced costs.In terms of non-financial performance,digital transformation enhances customer stickiness,increases market share,and optimizes employee structure.Through the factor analysis method,Rainbow Digital Commercial and peer companies are ranked for performance scores.It can also be found that digital transformation helps them stop the downward trend of performance and achieve a rebound in ranking,which is conducive to the improvement of the comprehensive ability of enterprises.This paper not only enriches the theoretical research results of the impact of digital transformation on the performance of department store retail enterprises,but also provides case support for other department store retail enterprises to carry out digital transformation.