Research On Digital Transformation Of Marketing Service Enterprises

At present,facing the arrival of digital society,enterprises of all industries are actively exploring the road of digital transformation.Marketing service digitization is undoubtedly one of the fastest developing and most widely used fields.Marketing service industry has now entered the stage of digital dominance.The marketing service model is also undergoing great changes of innovation and transformation.―Why turn‖ and ―how turn‖ become urgent problems for marketing service enterprises to solve and also become a research hotspot in academia.However,there is a lack of systematic research on the digital transformation process of marketing service industry.Most of them are based on the single link of transformation strategy formulation,transformation driving,transformation management adaptability and so on.There is a lack of research into the whole process.Moreover,the drivers of digital transformation are varied and the digital transformation of enterprises is the result of the combination and interaction of various factors.In order to reveal the nonlinear combination effect of the driving factors of digital transformation,it is necessary to introduce qualitative comparative analysis method to study this problem.The transformation path and the final service model are the "how" and "what" nature of the question.The problem lends itself to a case study.Finally,a complete transformation framework is constructed,associating with grounded theory.Therefore,this paper adopts two stages and two methods to conduct a relatively complete research on the digital transformation process of marketing service enterprises.The thesis is mainly divided into the following three parts.Clarifying the meaning of related concepts of digital transformation by combing and reviewing the literature,summarizing the research status and latest progress in the field of digital transformation and discovering of research gaps are the first step.Secondly,based on the existing research results and the preliminary analysis of the internal and external environment of the sample enterprises,five driving factors were identified based on the internal and external environment.And the configuration path of high degree digital transformation is obtained by using fuzzy set qualitative comparative analysis.Finally,based on the grounded theory,this paper studies the digital transformation path and the new marketing service model of the four case enterprises.Combined with the above analysis of the configuration path to achieve a high degree of digital transformation,there are four different transformation paths and corresponding four different service modes.There are the conclusions.Firstly,based on internal and external environment,it identifies five driving factors: business strength,growth strategic posture,technical ability,original industry and whether facing crisis.And through configuration analysis,three driving paths to achieve high degree digital transformation are obtained.The first is upgrade transition to be better.The company has been in the marketing service industry development and business strength is strong.In order to adapt to the development trend of the industry and better serve customers,digital technology is used to transform the original process,activity mode and revenue model to reduce the service cost or improve the service level,so as to carry out a high degree of digital transformation.The second is transboundary transition to cope with crisis.The development of the original industry encountered difficulties,so the enterprise faced a crisis,and thus entered the digital marketing industry.Enterprises gradually accumulate digital technology to achieve a high degree of digital transformation.The third is embracing opportunities transition to grow.The enterprise has a high willingness to grow and is willing to explore new opportunities in different market areas in order to achieve greater development and profitability.Finally,enterprises will carry out a high degree of digital transformation.It can be seen that the digital transformation of marketing service enterprises starts from their own pursuit,development needs and pain points,and makes choices according to the development trend and development potential of the industry they are in.Secondly,based on the above analysis of the configuration path to achieve a high degree of digital transformation and combined with the analysis of the case enterprises,the enterprise’s business strength and technical ability determine the choice of digital transformation path.The bottom influence of three dimensions of dynamic capability in different stages of the transformation process is revealed.According to the combination of enterprise business expansion degree and open cooperation degree,four transformation paths are defined : open ecological type,open integrated type,collaborative innovation and focusing on deep cultivation type.The composition of enterprises’ utilization ability,creation ability,access ability and release ability is also different.Finally,the enterprise development forms a different marketing service model: ecosystem platform,one-stop solution,virtual and real integration services and "specialized and innovative" services.The enterprise service model is successfully advanced.The "drive-path-mode" transformation framework proposed in this paper.And some suggestions are put forward for enterprises to implement digital transformation from the aspects of transformation decision-making,identification and shaping of key resources and capabilities,and transformation actions.