数字经济背景下中小企业营销中数智化转型路径研究

Research on the Transformation Path of Digital Intelligence in the Marketing of Small and Medium-Sized Enterprises under the Background of Digital Economy

餐饮业在提升我国居民生活质量、改善国民生活条件、推动国家经济发展等方面扮演着极其重要的角色。随着全球经济化的快速发展以及数字经济时代的来临,传统餐饮企业的生产模式、业务流程及服务理念已不能及时适应顾客消费需求更换的频率,更无法保证在同质化严重的餐饮市场中占据稳定的地位。本文将以海底捞作为研究对象,通过对海底捞的数字化转型进行具体的研究分析,在STP、PEST、SWOT等理论的基础上,并通过对海底捞进行数字化转型的具体动因、转型的过程表现进行分析,结合转型前后的财务数据及财务指标、以及与同行业的竞争企业对比分析,从而研究总结出企业进行数字化转型对企业业绩产生影响的具体路径。并得出本文研究的相关结论,海底捞实施数字化营销对企业业绩整体产生了积极的影响;海底捞通过对供应链管理体系数字化升级促进了企业业绩的增加;海底捞通过对门店运营系统和设备的数字化升级提升了企业业绩。The catering industry plays an extremely important role in improving the quality of life of Chinese residents, improving the national living conditions, and promoting the national economic development. With the rapid development of global economy and the advent of the era of digital economy, the production mode, business process and service concept of traditional catering enterprises can not adapt to the frequency of customer consumption demand replacement in time, let alone guarantee a stable position in the seriously homogeneous catering market. This article will take Haidilao Catering as the research object, through the specific analysis of the digital transformation, in STP, PEST, SWOT theory, on the basis of the specific motivation of digital transformation, transformation process analysis, combined with the transformation of financial data and financial indicators, and with the same industry competition enterprise comparison analysis, thus summarizes the digital transformation of the specific path. According to the relevant conclusions of this paper, the digital marketing has a positive impact on the overall performance of the enterprise. Haidilao Catering promotes the digital upgrading of the supply chain management system;and Haidilao Catering improves the enterprise performance through the digital upgrading of the store operation system and equipment.