企业数字化转型如何影响绩效:数字营销与数字生产

How Does Enterprise Digital Transformation Affect Performance:Digital Marketing and Digital Production

随着流量红利逐步消失,数字经济在需求侧继续扩张遇到较大的困难,激烈的存量竞争加上新冠疫情的影响,企业数字化转型正从需求侧逐渐向供给侧的产业链上游渗透。本文通过区分需求侧与供给侧,探讨企业数字化转型中数字营销与数字生产对绩效的影响、机制及其路径差异。研究结果表明:企业数字化转型能显著提升绩效;数字营销和数字生产促进企业绩效提升的机制和路径存在显著差异,数字营销通过影响销售能力,数字生产则通过影响盈利能力(质量、差异化及精细化管理)和资产运营效率,进而提升企业绩效;“去中介化”并非数字化转型的本质特征,“去中介化”本身并不能解决供需双方的信息不对称问题。

With the gradual disappearance of flow dividend,the digital economy continues to encounter great difficulties in the expansion of the demand side.With the fierce stock competition and the impact of COVID-19,the digital transformation of enterprises is gradually penetrating from the demand side to the upstream of the supply side of the industrial chain.This paper differentiates demand side and supply side,and discusses the influence,mechanism and path difference of digital marketing and digital production on performance in enterprise digital transformation.The results show that digital transformation can significantly improve enterprise performance;there are significant differences in the mechanism and path of digital marketing and digital production in promoting enterprise performance.Digital marketing affects sales ability,while digital production affects profitability(quality,differentiation and fine management)and asset operation efficiency to promote enterprise performance.“Disintermediation”is not the essential feature of digital transformation,and“disintermediation”itself cannot solve the problem of information asymmetry between supply and demand.