A Strategic Study On The Transformation From Manufacturer To Service Provider

In recent years,with the development of the Internet economy and the rapid development of the sharing economy,the travel market,as an emerging field,has gradually developed,changed people's travel concept,and attracted many cross-line enterprises to join.At the same time,the auto market is becoming saturated,car sales are beginning to decline,sales profit is gradually reduced,auto manufacturers need to find new profit growth point.Under this background,the travel market provides a feasible and sustainable development path for automobile manufacturers,and many automobile manufacturers begin to transform into travel service providers.As the travel market is an emerging market,the transformation of automobile manufacturers has no experience to learn from,and there is no relevant research to provide theoretical guidance for them.Therefore,without knowing whether the transformation path is correct and whether the transformation can be successful,major enterprises explore the travel market while exploring the transformation.This paper hopes to conduct a systematic comb and analysis of these auto manufacturers in transformation,so as to enrich the research of enterprise strategic transformation and guide the practical activities of enterprise transformation.Therefore,this paper studies and discusses the causes,strategies and paths of the transformation of manufacturers.In this paper,an exploratory multi-case study method is adopted to discuss the six selected typical cases,among which the six enterprises are multinational automobile enterprises,domestic automobile enterprises and new automobile manufacturers.Firstly,through the collection and analysis of the existing literature,the existing theories and research progress are sorted out to provide a certain theoretical basis for the proposition of this paper.Then,through the research of enterprise visits with secondary data collection,sorting out the text,through analyzing the important case of the same type,put forward the possible proposition,adopt the method of cross case mode sorting and list of other cases were analyzed,and the proposition put forward by the logical replication to inspection,form the final thesis.This paper draws the following three conclusions: as for the transformation drivers,the executives' cognition of the environment,including the perception of threats and opportunities,promotes the strategic transformation of enterprises.As for the transformation strategy,the choice of the enterprise's transformation strategy is influenced by the enterprise's resources.The resource-rich enterprise's strategies are diversified,while the resource-deficient enterprise's strategies are single.For the transformation process: the process of enterprise transformation is affected by the degree of corporate gene variation.Enterprises with high degree of gene variation have fast transformation progress,which belongs to radical transformation,while enterprises with low degree of gene variation have slow transformation,which belongs to gradual transformation.