| Since the reform and opening up,China’s home appliances have experienced a period of rapid development.In 2008,the financial crisis led to the decline of global home appliance sales and the recovery after 2009.The home appliance industry showed a pattern of slow growth in European and American countries,saturated market,and good growth trend of home appliance industry in emerging countries.Home appliance industry market growth space still exists and optimistic.On the other hand,with the rapid development of Internet technology and the return of manufacturing industry,traditional manufacturing enterprises realize small batch customization by improving intelligent equipment and online acquisition and analysis of user demand.In order to provide personalized service to consumers and obtain more customer flow,traditional manufacturing enterprises are bound to make strategic transformation.How to maintain and enhance the competitiveness of traditional manufacturing enterprises through digital transformation will be mainly discussed in this paper.By analyzing the general situation and trend of the development of home appliance industry,the necessity of digital transformation of traditional home appliance industry is concluded.Followed by the analysis of the current situation of the digital transformation of the home appliance industry and the main difficulties facing the problem,and then summarizes the home appliance industry digital transformation strategy selection.Then,BH company,a German wholly-owned home appliance enterprise,is taken as an example,and analyzes the main challenges of the company’s digital transformation through the introduction of the internal and external environment of the enterprise.SWOT analysis is mainly used to analyze the strategic choice of the company’s digital transformation,so as to deeply analyze the advantages and disadvantages of the company’s transformation and lay a foundation for the selection of specific implementation plans for the next transformation.In the process of elaborating the company’s transformation plan,the paper summarizes the existing problems in the company’s transformation and gives specific Suggestions for improvement.The digital transformation of home appliance industry as the research object in this article,through the analysis of the whole macro economic environment and the development trend of home appliance industry traditional home appliance enterprises strategic transformation is imperative,through the analysis of peers home appliance enterprise digital transformation of the specific implementation path digital transformation of traditional home appliance enterprises is feasible,through a single case of BH company digital transformation strategy in detail can be concluded that good technology and complete the strategic layout of usually is the advantage of the multinational companies implement the strategic transformation and management are often the multinational companies implement the strategic transformation of disadvantage.At the end of the paper,corresponding improvement measures are given to solve the existing problems in the current digital transformation of the company,hoping to provide reference for BH company and even the whole household appliance industry transformation and upgrading through this. |
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