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论文编号：	13595
作者编号：	2120202907
上传时间：	2022/12/4 22:13:40
中文题目：	传统型家居建材卖场数字化转型战略研究——以A企业为例
英文题目：	Research on Digital Transformation Strategy of Traditional Home Building Materials Market ——Taking an Example of A Enterprise
指导老师：	樊振佳
中文关键字：	家居建材卖场；数字化转型；转型战略
英文关键字：	home building materials market; digital transformation; transformation strategy
中文摘要：	近几年，以移动互联网、物联网、云计算、大数据为代表的现代数字技术正在颠覆传统行业、传统产业的发展模式。在数字化浪潮的强烈冲击下，数字化驱动正成为破解各行各业发展瓶颈的密匙，成为加快各个行业发展的重要手段和有效途径。鉴于传统家居建材卖场的经营方式已经无法满足当前的消费市场特征，因而拥抱数字化已经成为家居建材卖场在当前时代进行转型的发展趋势。 本文选择民营商业企业A企业作为研究对象，通过实际调研的形式，对A企业家居建材卖场数字化建设现状及问题进行深入剖析，利用数据统计分析工具对收集到的问卷进行数据分析，发现该企业在数字化建设方面存在缺乏数字化建设的合理定位、缺乏数字化的营销思维、缺乏协作共享的数字化整合平台、缺乏专业技术的数字人才等诸多问题。并针对目前存在的问题，结合针对A企业家居建材卖场数字化转型的内外部环境分析以及SWOT分析，确定A企业家居建材卖场采取生态导向型数字化转型战略，具体细化为优化客户导向的数字化市场营销、建立数字化运营生态、重构价值创新模式、强化数字化人力资源四个方面。A企业在生态导向型数字化转型战略的实施过程中，从组织、人才、环境、评价四个方面进行有效的保障。同时，对于在数字化转型过程中可能出现的信息安全风险、员工权限风险、流程自动化风险分别做出了相应的预案。
英文摘要：	In recent years, modern digital technologies represented by mobile Internet, Internet of Things, cloud computing, and big data are subverting traditional industries and the development model of traditional industries. Under the strong impact of the digital wave, digital drive is becoming the key to cracking the bottlenecks in the development of various industries and an important means and effective way to speed up the development of various industries. Under this development trend, in view of the fact that the traditional home building materials market has been unable to meet the characteristics of the current consumer market, embracing digitalization has become a development trend for the home building materials market to transform in the current era. This paper selects private commercial enterprise A as the research object, and conducts in-depth research on the current situation and problems of enterprise digitalization through the form of actual research. The collected questionnaires were analyzed by data statistical analysis tools, and it was found that there were many problems in digital construction, such as lack of reasonable positioning of digital construction, lack of digital marketing thinking, lack of digital integration platform for collaboration and sharing, lack of professional and technical digital talents. And in view of the existing problems, combined with the internal and external environment analysis and SWOT analysis for the digital transformation of A home building materials enterprise, it is determined that A home building materials enterprise adopts an ecologically-oriented digital transformation strategy, which is specifically refined into four aspects: optimizing customer-oriented digital marketing, establishing a digital operation ecology, reconstructing a value innovation model, and strengthening digital talents resources. In the implementation of ecologically- oriented digital transformation strategy, enterprise A provides effective assurance in four areas: organization, talent, environment and evaluation. At the same time, corresponding plans have been made for information security risks, employee rights risks and process automation risks that may arise in the course of digital transformation.
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