A Study On The Path And Performance Of Gree Electric Appliances Digital Transformation

Influenced by the digital economy,people’s way of production and life has changed,and all walks of life have been affected by it.The mode of production and operation of enterprises has changed,and the deep integration of the digital economy and the real economy has become an economic growth model in line with the development of The Times.At the same time,the country has issued various policy documents in recent years and written "digital experience" into the government work report for many years to encourage the prosperity and development of the digital economy.As a leading enterprise in the home appliance industry,Gree Electric Appliances started a comprehensive digital transformation in 2018 to adapt to the impact of the digital age,laying a foundation for the development and performance improvement of the enterprise.This paper adopts the case study method,selects Gree Electric Appliances as the research object,builds the analysis framework based on the organizational change theory and process reengineering theory,analyzes the driving factors of Gree Electric Appliances’ digital transformation according to its own business and development history,and then discusses its transformation path combined with the specific implementation content.Combined with the balanced scorecard theory,this paper analyzes the impact of digital transformation on enterprise performance from four aspects: financial dimension,customer dimension,internal process dimension,learning and growth dimension,and selects Haier Zhijia and Midea Group as comparison objects to make horizontal comparison of Gree Electric Appliances’ enterprise performance before and after digital transformation.This study found that,faced with the impact of the digital age,Gree Electric Appliances began a road of digital transformation in order to adapt to the trend of the digital age,improve product competitiveness,reduce costs,improve efficiency,and accelerate the construction of online sales channels.Through channels reform,technology innovation,information management,value chain remodeling and other paths,the enterprise’s business model,production mode,organization management and value chain are comprehensively digital reform,through the above paths to improve the performance of the enterprise.Combined with the balanced scorecard theory,the horizontal and vertical comparison of Gree Electric Appliances is made,and the conclusion is drawn that the above path has improved the enterprise performance.Based on the above analysis,the corresponding suggestions are put forward for Gree Electric Appliances.When Gree Electric Appliances develops online sales,it must consider the consideration of offline dealers.At the same time,we can seek appropriate platforms and enterprises for technical cooperation and seek appropriate development direction.We should also pay attention to the cost control of product production process and internal management process to improve the internal operation ability and value creation ability.This paper provides some reference and help for enterprises in the early stage of digital transformation.