Research on the Path and Challenges of Enterprise Strategic Change in the Context of Digital Transformation—A Case Study of Haier Enterprises

在数字化浪潮中，企业的战略变革迫在眉睫，海尔作为家电及智能家居行业的佼佼者备受瞩目。本研究聚焦海尔在数字化转型下的战略变革实践，深入探究其所处数字化环境的机遇与挑战。海尔积极探寻变革路径，在业务模式上向智能家居整体解决方案提供商转型，构建生态品牌；组织架构向网络化转变，激发员工潜能；技术创新持续投入，力求领先。但变革过程中，技术创新遭遇迭代压力与转化困境，组织变革面临传统思维束缚与管控难题，市场竞争受跨界者冲击且在满足用户个性化需求时需平衡成本与效率。本论文旨在通过剖析海尔案例，为其战略决策提供理论支撑与实践指导，亦为相关学术研究及其他企业数字化转型提供有益借鉴。In the digitalization trend, the strategic transformation of enterprises is imminent, and Haier, a leading player in the home appliance and smart home industry, has attracted widespread attention. This study focuses on Haier’s strategic transformation practices in the context of digital transformation, delving into the opportunities and challenges of its digital environment. Haier actively seeks transformation paths, transforming its business model into a provider of smart home overall solutions, building an ecological brand; its organizational structure is transformed towards networked structures, unleashing the potential of its employees; and it continues to invest in technological innovation, aiming for leadership. However, the transformation process has encountered iterative pressure and conversion difficulties in terms of technological innovation, organizational transformation has faced the constraints of traditional thinking and control problems, and market competition has been impacted by cross-industry players and needs to balance costs and efficiency in meeting user personalized needs. This thesis aims to provide theoretical support and practical guidance for Haier’s strategic decision-making through the analysis of the Haier case, and to provide useful reference for related academic research and other enterprises’ digital transformation.