Research On The Impact Of Digital Transforma-tion On The Performance Of Retail Enterprises

Since the advent of the Internet era,the level of science and technology has progressed continuously,giving birth to the new economic form of digital economy.The digital economy takes data as the key element to release resource potential and uses digital technology to promote the development of productivity.In recent years,digital infrastructure has achieved leapfrog development,and digital technologies such as the Internet of Things,artificial intelligence,big data,cloud computing have gradually emerged,accelerating the development of digital economy and setting off a digital wave.Digital technology has had a huge impact on people’s lives,optimized the products and services of enterprises,and changed the business mode of enterprises.Nowadays,digital economy is spreading all over the world,and the scale of digital economy in various countries is expanding.Digital transformation has become the only way for enterprises to adapt to the development of the times.Especially for traditional real enterprises,the impact of digital economy is even more subversive.China’s retail industry,as one of the traditional physical industries,started early.After decades of rapid development,it has become an indispensable backbone of China’s economic development.At the same time,it is also facing the dilemma of serious product homogeneity and fierce competition.The emergence of e-commerce has also had a huge impact on the traditional physical retail industry.People’s consumer demand has shifted from focusing on goods to focusing on goods,services,experience and social development.Digital transformation has become a necessary strategy for the survival and development of retail enterprises.In recent years,the motivation and strategy of digital transformation and the path of digital transformation affecting enterprise performance have become the focus of discussion in the academic circle.However,most of them are theoretical research,lacking certain practicality.In addition,there are many enterprises in the retail industry that have conducted digital transformation,but few enterprises have explored a transformation path that suits them and has begun to achieve results.As one of the leading enterprises in the retail industry,Chongqing Department Store began to apply digital technology to its business activities in 2014,but the progress of digital transformation was slow,until the outbreak of the epidemic forced it to quickly realize the overall digital transformation of organizational structure,management activities,and business processes,which is of great significance for the digital transformation of retail enterprises.This thesis takes Chongqing Department Store as the research object,dynamic capability theory,contingency theory and process reengineering theory as the theoretical basis,explores the motivation of Chongqing Department Store’s digital transformation from the aspects of market environment,epidemic background,consumer demand,policy environment,etc.,combs the strategies of Chongqing Department Store’s digital transformation,and analyzes the digital transformation of Chongqing Department Store in the enterprise organizational structure,financial management process,supply chain The role played by the four aspects of the operation system.After that,the performance changes of Chongqing Department Store before and after the digital transformation were analyzed from multiple perspectives.Based on its financial statement data from 2011 to 2021,the financial performance and non-financial performance changes before and after the transformation of Chongqing Department Store were analyzed to determine how the digital transformation of Chongqing Department Store affected the enterprise performance and whether it could achieve the goal of improving enterprise performance.This thesis finds that the digital transformation of Chongqing Department Store has a positive impact on both financial and non-financial performance of enterprises.The business model of Chongqing Department Store,which integrates online and offline channels,has improved its profitability,reduced costs and increased efficiency by eliminating information barriers,improved its R&D capability through the introduction of digital talents,attracted customers through innovative digital marketing,and improved customer satisfaction.Although the digital transformation has not played a positive role in the asset liquidity of Chongqing Department Store,in general,the digital transformation of Chongqing Department Store has achieved a certain degree of success.Therefore,in the process of digital transformation,traditional physical retail enterprises can choose to cooperate with mature digital retail platforms,integrate their own resources with the help of improved software systems,reform their internal organizational structure and business processes,expand their influence with third-party online platforms,and optimize their business models,with a view to improving enterprise performance and achieving long-term development.