Research On The Careland's Transformation Strategy In The Internet Age

In recent years,the development of the Internet has completely changed people's life and work.With increasing importance and engagement,major changes have occurred in many fields such as transportation,finance,medical care,education and so on.It has also substantially affected traditional industries,especially business model,organizational structure,and human resources strategies.After years of development and innovation,the traditional electronic map industry has formed a large-scale user market,but it is also influenced by electronics,policies,regulations,Internet,automotive industry,and user habits.There is an urgent need for further breakthroughs in product form,technological innovation and business model.Currently,the electronic map market is in a good situation.As the car navigation aftermarket enters the free era,the former leader Careland has faced a substantial shrinkage in revenue from its main business due to mistaken insistence with the business model of the car aftermarket.By analyzing the motivations of Careland's strategic transformation,this article aims to design a rational transformation strategy,a safeguard strategy,and ensure Careland's transformation achieve desirable results.This article is based on theories of strategic management and strategic transformation.Firstly,it studies Careland's existing dilemmas and transformation drives.Then it analyzes the internal and external environments,extracts key internal and external factors,employs the EFE and IFE,SWOT,Boston and other strategic management tools to map strategic information,and formulate Careland's transformation strategy.Finally,based on the principles of strategic implementation,we propose strategic guarantee measures,as well as risk prevention measures to make sure Careland's smooth strategic transformation.It is concluded that Careland should change the original competition strategy centered at the car navigation market,shrink the car navigation business scale,take high definition maps as a starting point,implement a differentiated business strategy based on scientific research capabilities,and enter the autonomous driving field and the car networking market.In the era of the Internet,Careland is not very sensitive to the changes in the strategic environment,which makes it be passive to carry out strategic transformation.Many constraints from the internal and external make the transformation be difficult.Only if it could realize the opportunities and challenges from the external environment,as well as understand its own inherent abilities,Careland would catch up with the pace of Internet and formulate a rational and scientific transformation strategy.In the course of implementing the strategy,we could achieve the desired strategic goals by enhancing the awareness of strategic management among all employees,examining the organizational structure and making appropriate adjustments,strengthening cultural nurture to avoid conflicts,and improving risk awareness and risk prevention systems.Although the strategic transformation of traditional enterprises from different industries in the Internet era has differences in the aspects of industry environment,internal resources,and the reaction to the Internet,they also have certain commonalities.This article could be a certain reference for the strategic transformation of traditional industries as well as traditional enterprises in the Internet era.