Research On The Impact Of Mengniu Group’s Digital Transformation On Enterprise Performance

With the development of the digital economy,the tide of digitalization,networking and Intelligentization is emerging.The digital transformation of manufacturing enterprises has become an inevitable choice to adapt to the era of digital economy,and it is also a key measure to realize China's digital power.In order to speed up the integration of dairy industry and digital technology,enterprises must adjust their development strategy and make full use of digital technology to enhance their competitiveness.Mengniu dairy,a leader in the dairy industry,began to explore the digital transformation of production and marketing in2015,and started the formal digital transformation in 2019,in the organizational structure,data integration,platform construction and industry financial integration and other aspects of active exploration,has made preliminary results of the transformation.Therefore,this paper takes Mengniu Dairy as the research object,constructs an analysis framework based on the theory of process reengineering,organizational change and balanced scorecard,expounds the specific measures and processes of digital transformation of dairy industry,and analyzes the motivation and measures of digital transformation of Mengniu Dairy,and then studies the influence mechanism of digital transformation of Mengniu Group on enterprise performance in marketing channels,supply chain and financial transformation,and finds digital transformation by comparing and analyzing the performance indicators of financial level,internal business process level,customer level and learning and growth level before and after the transformation.Through the research on the mechanism of Mengniu Group’s enterprise performance,this paper finds that digital transformation mainly affects Mengniu Group’s performance by expanding marketing channels,reshaping supply chain and implementing smart financial transformation.Through the analysis,it is found that Mengniu Dairy has significantly improved its financial situation,improved its profitability and growth ability,continuously expanded its total assets,net profit and operating profit,and reduced its three-expense ratio at the internal business process level,and made good progress in employee training and research and development.This paper puts forward some suggestions on related issues.In the future,Mengniu Dairy needs to pay more attention to risk management and control,resist the capital risks that may be brought about by the transformation,and at the same time increase the construction of big data platform and attach importance to financial management.For enterprises in the same industry,we can learn from the experience of Mengniu Dairy in the process of transformation,focus on controlling enterprise costs and speeding up the implementation of innovation-driven development strategy,so as to truly enhance the driving force and efficiency of enterprise transformation.