Strategic Transformation,Enterprise Resources And Profit Model

In order to keep up with the pace of economic reform,traditional manufacturing enterprises represented by Qingdao Haier and Gree Electric Appliances have undergone strategic transformations,forming different strategic transformation paths and distinctive profit models.The existing research on strategic transformation mainly analyzes the influencing factors and methods of strategic transformation,and analyzes the process of strategic transformation less.The research on profit model mainly analyzes from the perspectives of definition,constituent elements and types,but does not explain the formation path of profit model from the perspective of resource theory.Strategic transformation is the process of influencing the profit model and making the company more profitable.The strategic transformation is realized through the dynamic management process of enterprise resources,which eventually leads to the transformation of the profit model.Based on the perspective of enterprise resource theory,this paper studies the formation path of corporate profit model under the background of strategic transformation through case analysis.This paper selects two manufacturing enterprises that are undergoing strategic transformation,namely Qingdao Haier Co.,Ltd.(stock code: 600690)and Zhuhai Gree Electric Co.,Ltd.(stock code: 000651).First of all,this paper sorts out the strategic transformation process of the two case companies and summarizes their respective transformation characteristics.Secondly,it analyzes the dynamic management process of enterprise resourcesunder the two strategic transformations of reconstruction and gradual transformation,namely resource acquisition,resource integration and resource utilization.Finally,based on the perspective of enterprise resource theory,the paper analyzes the formation path of corporate profit model and their respective profit models from four dimensions: income,cost,profit and asset turnover.The research of this paper shows that:(1)Reconstructive strategic transformation is characterized by: organizational restructuring,focusing on information platform construction,and increasing external investment;gradual strategic transformation features: diversified product structure,technological innovation,and broadening marketing channels.(2)Reconstructive strategic transformation mainly focuses on the transformation of “organization +service + product”,which causes changes in corporate organizational resources,information resources and financial resources;gradual strategic transformation mainly focuses on product transformation,causing material resources,technical resources and channel resources change.(3)Reconstructive strategic transformation through the dynamic management process of resources,will eventually form a resource synergy profit model.The gradual strategic transformation will form a resource endogenous profit model through the dynamic management process of resources.