Midea Group Research On The Impact Of Digital Transformation On Corporate Performance

With my country’s continuous emphasis on the development of science and technology,new informatization waves such as big data continue to emerge,which has a significant impact on the production and operation,profit model,risk control and corporate performance of manufacturing enterprises.In the 14 th Five-Year Plan for 2020,it is pointed out that it is necessary to speed up the process of digital development and build a digital power,which makes enterprises pay more attention to digital transformation and accelerate strategic transformation in the digital age.The traditional manufacturing industry is the core of my country’s real economy and should undertake the important task of accelerating digital transformation.As an important part of the manufacturing industry,the home appliance industry should actively carry out digital transformation.At present,in the research of digital transformation in my country,scholars rarely explore the impact on enterprise performance from the perspective of digital transformation of case enterprises.Therefore,a detailed study is carried out on actual case enterprises to explore the impact of digital transformation on enterprise performance to a certain extent.theoretical and practical significance.Taking Midea Group,a leading enterprise in the home appliance industry,as an example,this paper adopts the case study method and uses theories such as process reengineering,value creation,contingency and business model innovation to explore the impact of digital transformation on corporate performance.The main research contents of this paper include: Based on relevant concepts and theories,it briefly introduces the basic situation of Midea Group and analyzes the background,conditions,motivation,process and stage results of its digital transformation.Then,it analyzes the three major paths of digital marketing,R＆D investment and intelligent manufacturing that the digital transformation of Midea Group affects enterprise performance,and analyzes the impact of digital transformation on enterprise performance from three aspects: efficiency,effect and nonfinancial performance of financial performance.On the one hand,the DEA is used to analyze the impact of Midea Group’s digital transformation on financial performance efficiency.On the other hand,the vertical comparison before and after the enterprise’s digital transformation and the horizontal comparison with the industry average are carried out through the four aspects of profitability,operation,debt repayment and development capability.This paper analyzes the impact of Midea Group’s digital transformation on financial performance.In addition,it explores the impact of Midea Group’s digital transformation on corporate non-financial performance from four aspects: corporate culture,human resources strategy,brand influence and market share.Finally,relevant conclusions and enlightenments are drawn.The study found that the digital transformation of Midea Group has played a positive role in promoting corporate performance through digital marketing,R＆D investment and intelligent manufacturing,which has improved the financial and non-financial performance of Midea Group to a certain extent,and accelerated the digital transformation of the manufacturing industry.It provides corroborative evidence and can provide corresponding guidance for the digital transformation of the home appliance industry and other industries.