Research On Haier’s Open Business Model Transformation And Its Performance

With the rapid development of China’s economy and network technology,the demand for product performance and service in the home appliance market is increasing.In this context,many domestic old brand household electrical appliance enterprises actively seek transformation in the network era,but the effect is not satisfactory.The open business model is a business model that can flexibly respond to changes in the external environment.It makes full use of network technology.It not only connects the enterprise more closely with external partners such as customers and suppliers,learning from each other’s strong points to complement each other’s weak points,and carries out efficient social cooperation,but also strengthens the mutual coordination among various business activities within the enterprise and improves the overall business effect of the enterprise.Therefore,exploring the open business model transformation of enterprises and its impact on performance has a strong reference for the effective business model transformation of household appliance enterprises in the network era.Taking Haier as the research object,this paper comprehensively uses the literature research method and case analysis method,combined with value chain theory,stakeholder theory,strategic network theory,platform economics theory and smile curve theory to explore the transformation and performance impact path of Haier’s open business model.Firstly,this paper reviews the relevant research at home and abroad,and expounds the theoretical origin of open business model and the impact of business model transformation on performance.At the same time,this paper analyzes the internal attributes of the open business model,obtains the basic characteristics of the open business model,and then combines the relevant theories to lay a theoretical foundation for the case analysis of this paper.Secondly,after a brief introduction to the basic situation of Haier,this paper analyzes its transformation motivation in combination with the changes of the external environment,then explores the gradual transformation process of Haier from the changes of specific business activities in the upper,middle and lower reaches of the value chain,analyzes and summarizes the specific characteristics of Haier’s open business model after the transformation,Through the horizontal and vertical comparative analysis of different performance indicators before and after the transformation of Haier,the transformation effect of Haier’s open business model is evaluated by the change of performance indicators.Finally,by analyzing the specific transformation measures of upstream R & D,midstream production and downstream sales,this paper explores and summarizes the specific impact path on performance in the process of open business model transformation.This paper finds that Haier has gradually built an open business model with the remarkable characteristics of "efficient interaction with users","platformized external cooperation network" and "global collaborative operation" by building R&D and procurement platforms,establishing online sales cooperation,opening foreign logistics business and deeply expanding overseas markets,Improved its business ability and performance.Finally,this paper gets the following enlightenment: in the process of business model transformation,home appliance enterprises should first make efficient coordination between internal business activities,secondly actively build an efficient external cooperation network,and improve business efficiency through complementary social cooperation among network members.Finally,enterprises can realize global operation by actively expanding overseas markets and further enhance their business ability.