AB Tea Company Transformation Case Study Based On Business Ecosystem

During the three years of the impact of the new crown epidemic,Retail industry faces challenges.Traditional retail has suffered a great impact on offline stores as consumers are unable to leave their homes.Digital transformation of enterprises has to be done for enterprises.The business model shifted to new retail,although the proposed three years of new retail.The rapid response of new retail is relying on digital transformation.Digital transformation requires building digital platforms,functional departments,modifying performance rules,unifying digital assets,and organizing collaboration.This thesis divides AB into three stages from its establishment to the present,namely marketization,branding and digitization,studying the evolution of the business ecosystem at each stage,and using the value network model as a research perspective,the process of transitioning AB tea enterprises to a new retail business model using digitization is focused on the following research:First,this thesis studies and composes the theoretical knowledge of new retail,business ecosystem,etc.,collects and organizes data by using in-depth interview method,secondary data collection method and literature research method,and pre-processes the data by case study method and key event path analysis method to form the data support materials of this paper.Secondly,this thesis analyzes the actual case of AB tea enterprise development with the value network model,divides the development process of AB tea enterprise into three stages: market household,branding and digitalization,and compares the characteristics of the three stages.Thirdly,this thesis combines the business ecosystem theory and focuses on the evolutionary process of the transformation of AB tea enterprises,and summarizes the evolution of AB tea enterprises into three stages: pioneering,expansion and leadership,and identifies the core essentials of their development by analyzing the key competencies of the roles at each stage and the relationship between the roles.Combined with the organizational structure changes to draw conclusions,the transformation of vertical class retail enterprises to put forward relevant management insights.At the same time,combined with the actual case analysis of the digital transformation of AB tea enterprises,the vertical class retail enterprises to do digital transformation put forward practical insights.