Research On Mechanism Of Digital Transformation Of Enterprise Marketing Based On Resource Action Perspective

Digital transformation refers to the redesign and definition of the relationship between enterprises and employees,customers and partners with the help of new technologies.The digital transformation of enterprises includes the modernization of applications,the creation of new business models and the construction of new products and services for customers.Enterprises can use some digital transformation frameworks for reference to rethink how to make themselves competitive in their own businesses and industries.Marketing,as a key functional department or key function of an enterprise,its digital transformation is related to the success or failure of digital transformation.Therefore,for many enterprises today,the first challenge is the digital transformation of enterprise marketing.Whether it is enterprises,governments,or individuals,there are now many opportunities to use digital technology to break down barriers and find new models for cost reduction and efficiency enhancement.In enterprise digital transformation,marketing,as a core field,should take the lead in carrying out digital transformation to realize the core value of enterprise digital transformation.The competition of enterprise marketing is the competition of consumer digital experience,so marketing digitalization is the driving force for enterprises to improve consumer digital experience.Therefore,how enterprises implement marketing digital transformation is an important research project in recent years.Some scholars describe it as the combination of digital technology and business processes,and some view it as the use of digital technology and statistics to improve enterprise performance or influence range through big data analysis.However,most of the current research on the digital transformation of enterprise marketing is speculative,and still stays in the concept definition stage,lacking complete theoretical support.At the same time,as the digital transformation of enterprise marketing needs to involve the allocation and integration of resources within the enterprise,the resource action theory is a proper theoretical perspective.Therefore,from the perspective of resource action,this research plans to select the traditional bakery retail SH Cake Co.,Ltd.as an example for research(referred to as SH Company for short)to deeply analyze the implementation process of enterprise marketing digital transformation.The specific research issues are divided into:(1)The implementation process of enterprise marketing digital transformation?(2)How can an enterprise integrate its resources and capabilities through resource actions at all stages of marketing digital transformation?(3)What is the formation mechanism of the enterprise’s marketing digital transformation? To answer the above three research questions,based on the literature review of marketing digital transformation and resource action related theories,this paper uses interviews to collect first-hand information of case enterprises,and then carries out longitudinal case analysis.Through the research,it is found that enterprise marketing digital transformation is driven by leaders and market pressures,and carries out corresponding resource action allocation,from this,we can conclude the mechanism model of enterprise marketing digital transformation from the perspective of resource action.This paper not only enriches the research on the mechanism of enterprise marketing digital transformation,but also to some extent can supply reference for those enterprises in the confusion of marketing digital transformation.