摘要
D公司数字化发展战略研究
摘要
二零一七年，党的十九大报告中正式提出“数字经济”。同时随着科学技术的发展，
再加上数字化发展可以帮助公司提高竞争力，实现由传统的“制造能力”转变成为“服
务+数字化+制造”三位一体的综合能力；降低生产成本，提高公司运营效率；开始建立
综合各种资源的平台，企业的价值创造形式由以往的线性改变为链条式、网络化，利于
公司流程再造，因此各行各业也越来越注重数字化建设。D公司经过多年的稳扎稳打，
以其独特的全供产业链生产营销模式，在中国市场上终有一席之地。但是，随着国内体
育用品公司近两年的迅猛发展，再加上国际品牌公司的强力打压，D公司的数字化发展
道路越来越难。同时新冠疫情蔓延全球，使得世界经济环境令人堪忧，数字化发展道路
何去何从，值得进行研究。
本文基于战略管理理论，以 D公司数字化发展为主要研究对象，采用文献分析法、
实地调查法、信息研究法进行研究，再加上管理学经典分析工具波特五力模型、SWOT
矩阵分析模型，对 D公司内部资源、外部市场环境以及优劣势进行全面客观地剖析，
以便更明确地了解 D公司在数字化发展道路中所遇到的机遇与挑战，以及公司竞争优
势与竞争劣势，根据其优劣势对 D公司数字化发展做出战略目标，提出“六步走”战
略路径，制定相关数字化战略计划，并为这些计划提出相应的保障措施。
本文的研究与分析旨在解决 D公司在数字化进程下遇到问题与挑战，利用其自身
优势以及当前大环境机遇，帮助公司克服传统零售公司转型的困难，为其再数字化发展
道路上指明方向，同时也为众多零售公司转型发展做参考，进一步为零售领域以外的公
司的数字化转型发展提供范本。
关键词：数字化；发展战略；战略管理
I
ABSTRACT
RESEARCH ON THE DIGITAL DEVELOPMENT STRATEGY
OF COMPANY D
ABSTRACT
In 2017, the 19th Party Congress report formally proposed the "digital economy". At the
same time,with thedevelopment ofscience andtechnology, coupledwith digital
development can help companies improve competitiveness, realize the transformation from
"manufacturing capacity" to "service capacity + digital capacity + manufacturing capacity";
reduce production costs, improve the company's operational efficiency; integrate multiple
After years of steady progress, D has finally gained a foothold in the Chinese market with its
unique production and marketing model of the entire supply chain. However, with the rapid
development of domestic sporting goods companies in the past two years, coupled with the
step-by-step pressure from international brand companies, the road to digital development of
D Company is becoming increasingly difficult. In addition to the new crown epidemic
sweeping theworld, the global economicenvironment is notoptimistic, the digital
development road where to go, worthy of research.
Based on the strategic management theory, this paper takes the digital development of
Company D as the main research object, adopts literature analysis method, field survey
method, information research method, plus the classical management analysis tools Porter's
five forces model, SWOT matrix analysis model, to make a comprehensive and objective
analysis of Company D's internal resources, external market environment and strengths and
weaknesses, so as to understand more clearly the opportunities and challenges encountered in
the digital development of Company D, as well as the company's competitive advantages and
weaknesses. In order to understand more clearly the opportunities and challenges encountered
by Company D in the road of digital development, as well as the company's competitive
advantages and disadvantages, make strategic goals for Company D's digital development
according to its advantages and disadvantages, propose a "six-step" strategic path, formulate
relevant digital strategy plans, and put forward corresponding safeguard measures for these
plans.
The research and analysis in this paper aims to solve the problems and challenges that
II
华北水利水电大学硕士学位论文
Company D encounters in the digitalization process, take advantage of its own strengths and
opportunities in the current environment, help the company overcome the difficulties in the
transformation of traditionalretail companies, and showthe direction for itsdigital
development, as well as serve as a reference for the transformation development of many
retail companies, and further provide a model for the digital transformation development of
companies outside the retail sector.
KEY WORDS: digital；development strategy；strategic management
III