| Household appliances are one of the most important industries in China’s manufacturing industry,after a long period of development,have now become an industry with a very mature consumer market and a very complete range of products.However,under the drastic wave of Internet development,the color TV industry in the home appliance industry is facing fierce competition and impact.Consumer demand changes with the times,affected by the very serious homogenization of products,enterprises can no longer rely solely on the traditional strategy of low price and low quality in order to seek rapid development.At the same time,under the strategy of the country calling for manufacturing a powerful country,home appliance enterprises also begin to seek their own sustainable development strategy,and start their own transformation path towards technology and intelligence in terms of strategy.Under the background of the current era,in order to adapt to the development of the times,Konka Group,which has been based in the home appliance industry for 40 years,started its own strategic transformation in 2016,with the goal of becoming an innovative and technological diversified platform company,taking advantage of the supply chain of its home appliance industry,based on the original home appliance industry,and actively looking for its own strategic transformation.Develop its main business from color TV business to supply chain management business,and lay out semiconductor business and environmental protection business at the same time,which will bring new growth to the company’s business.The main business income of Konka Group will exceed 50 billion yuan in 2020.Through the brief transformation in recent years,it can be seen that the business development of Konka Group has been changed to some extent and is moving towards a good trend.However,Konka Group frequently sells its own assets,and it can be seen that the development of Konka Group is not very good.It can be seen from its non-net profit deduction in the past decade that it has been continuously negative in the past decade,and its strategic transformation road is also facing a great crisis.Under this background,this paper selects Konka Group as a case study.Firstly,it summarizes the relevant literature,focusing on the motivation of strategic transformation and its related meaning,and its relationship with enterprise performance.Secondly,based on related concepts,strategic transformation theory,balanced scorecard theory,industry life cycle theory,value chain theory and supply chain management theory,the performance of Konka Group after strategic transformation is analyzed.Thirdly,based on the theoretical basis and related concepts mentioned above,the motivation and transformation process of Konka Group’s strategic transformation are analyzed,and the performance of Konka Group’s strategic transformation is deeply analyzed through the four dimensions of the balanced scorecard.Through the analysis,some problems faced by Konka Group’s enterprise performance under the current strategic transformation are found.Based on these problems,relevant suggestions are put forward in order to make clear its further development direction in time.Through the research in this paper,we can find that Konka Group has started the road of strategic transformation since 2016.At present,its main business is supply chain management.The motivation of its strategic transformation is mainly due to the changes of external macro-environment and its own development.It is mainly based on two main lines and three major strategies.This paper analyzes the strategic transformation of Konka Group from four dimensions of balanced scorecard,and concludes that Konka Group has poor profitability in performance and faces greater debt repayment pressure.Operational ability and growth ability need to be further improved,customer relationship and brand value are constantly improving,but the research and development efficiency is low,the cost of vigorously developing supply chain management business is high,but the gross profit margin is low,the sales channels and the education level of employees need to be further improved,the performance of enterprises has not been significantly improved since the strategic transformation,and there are still some problems in the development.In view of the problems faced by Konka Group in performance evaluation,This paper puts forward a series of suggestions that Konka Group should pay attention to personnel training,improve R&D innovation ability,broaden financing channels,optimize enterprise financing structure,optimize sales system,control enterprise cost,accelerate capital turnover and enhance working capital management ability,hoping that Konka Group can deepen its future strategic transformation,better improve its performance level and provide experience for other enterprises in the same industry who want to carry out strategic transformation. |
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