Research On The Influencing Factors And Action Mechanisms Of Feihe Dairy's Digital Transformatio

With the development of the economy and technology,digital transformation has become a new trend in all industries,especially in the last two years,when the impact of the new pneumonia epidemic has led to an increasing reliance on digital technology and a shift in consumer behavior,and the digital economy has become increasingly innovative and dynamic.In addition,companies can rely on digital technology to improve management efficiency and accuracy,and more and more companies are investing resources in digital transformation.For China’s dairy industry,in the diversification of channels,brands and products to intensify market competition,only a few large dairy companies have achieved business upgrading and development through more in-depth digital transformation;however,most SMEs are in a position where they do not have a good development plan for digital transformation,or the transformation is difficult to achieve results.Therefore,an in-depth discussion of the influencing factors and the mechanism of action of digital transformation is the key to digital transformation of enterprises.What are the factors that influence the numerical transformation of dairy companies?How do these factors interact with each other and how do they work together in the arithmetical transformation process? These questions are key considerations for dairy companies undergoing digital transformation and have therefore caught the attention of researchers.In terms of research content,so far,domestic and international scholars’ research on digital transformation has mostly focused on the exploration of the connotation of digital transformation,the path of digital transformation,and the interaction between enterprise performance and digital transformation,and the research has mostly been conducted on enterprises such as banks and the home appliance industry,while there is a relative lack of research on dairy enterprises.In terms of research approach,empirical and case studies are predominant,while relatively few studies have been made in a qualitative manner.The main research objective of this thesis is to analyse and study the factors influencing the numerical transformation of Feihe Dairy and to propose targeted countermeasure solutions to accelerate the digital transformation of the company.Firstly,the article combines dynamic capability theory,the resource base theory,organizational change theory,Contingency theory and synergistic effect theory with domestic and international research literature to introduce an overview of Feihe Dairy as well as the motivation,history and initial results of digital transformation.Secondly,a qualitative research approach using rooted theory is used to explore the influencing factors of Feihe Dairy’s digital transformation,mainly by conducting a open coding,main axis coding and selective coding,establishing a canonical model of the main categories,analysing and logically deducing the formation process and logic of the key influencing factors,and then elaborating on the logical relationships of the dimensions on the basis of previous theories,finally constructing the theoretical model of this study;finally,on the basis of this study,targeting these influencing factors,providing targeted Finally,based on this study,targeted management recommendations are provided to accelerate the digital transformation of enterprises.The findings of this thesis show that internal and external factors work together to transform the digitalization of Feihe Dairy.Environmental drivers are the external factors of digital transformation in Feihe Dairy,while resource advantages,entrepreneurship,consumer orientation,corporate capabilities and strategic planning layout are the internal factors.Following the logic of "situation-process-result",a theoretical model of the factors influencing the digital transformation of Feihe Dairy was constructed,with the mechanism of action being: due to changes in the external environment such as market,policy,technology,industry,and the random event of the new crown epidemic.Based on the changes in the external environment,Feihe Dairy is driven by the change in the external environment,entrepreneurs quickly respond to market changes,find the direction of digital transformation,identify their own resources and capacity advantages,and develop strategic plans in line with the direction of corporate development through a clear positioning of consumer-oriented product and service development strategies,so as to adapt to the changes in the environment,meet the individualized and diversified needs of consumers,and promote the digital transformation and upgrading of the enterprise.Based on the analysis of the results,the following management recommendations are made to accelerate the digital transformation of enterprises: Firstly,enhance sensitivity to changes in the corporate environment;secondly,proactively strengthen the awareness of transformation;thirdly,build a consumer-oriented strategic view;fourthly,focus on strategic planning and organisational development;and fifthly,continuously improve the digital strength of enterprises.