How to do enterprise digital transformation? Three fusions and three transformations

Integration is one of the three indispensable forces for enterprises to implement digitalization , It includes strategic integration 、 Business integration and cultural integration . The key point of strategic integration is that enterprises need to grasp the digital trend , Change the thinking mode at the strategic level 、 Competition mode and decision-making mode .

The strategic integration and value of digitalization

Dr. Zeng Ming of Alibaba once said ：“ If you misjudge the trend of the times , Then the decision you made and everything you are doing now are wrong .” A successful business manager must have done the right thing at the right time .

Now , The trend of digitalization is bound to affect the strategic formulation of enterprises . at present , The vast majority of enterprises in the world have clearly integrated digitalization into their enterprise strategies , How to integrate the digital transformation with the original strategy of the enterprise , It has also become the primary problem faced by managers .

Along the old map , There must be no new world . There is a huge gap between the industrial age and the digital age . An enterprise that did well in the industrial age , May not be able to achieve good results in the digital age . The changes of the times force enterprises to embrace strategic integration , From the industrial age to the digital age , The focus of the market has shifted from the public to the individual . Accordingly , Enterprise to product 、 market 、 Customer 、 The value understanding of the industry should also be fundamentally changed .

Take the clothing industry for example , In the past, for garment enterprises , The most important thing is cutting , The second is equipment 、 Design , Then there is the brand . however , Now the core of the industry is the size of customer data and version database , Because in the digital age , The clothing industry can match the version database with the customer information , Realize personal customization and promise delivery time . thus , The basic logic of the entire clothing industry has also changed . And once the industry is redefined , The rules of the industry will also be reshaped , Therefore, the inherent strategy is not fully applicable to the needs of enterprises with digital transformation , Strategic integration is imperative .

Strategic convergence in the digital age can help enterprises achieve agile iteration in strategy .“ Fast break not only ” Although this kind of saying is a bit old-fashioned , But in a digital world of exponential growth , Speed is still the key to competition .

Enterprise strategic integration can enable enterprises to start up quickly , And iterate quickly in execution 、 Continue to optimize . Strategic integration in the digital age can help enterprises achieve low-cost or even zero cost trial and error . We used to develop a new car , Need to do 30 Secondary impact test , Experience collision 、 Redesign 、 Remanufacturing 、 The cyclic process of re collision , It takes a long period of trial and error .

With the advent of the digital age, enterprises can obtain the required data through simulation test , The actual test only needs one time , The trial and error cost of the enterprise 、 The resources and time required can be greatly reduced .  

Three transformations of strategic integration

From a strategic point of view ,

An enterprise is a collection of resources 、 Ability set 、 The aggregate of strategic sets

.

The resource set consists of different resource elements of the enterprise , Such as social available resources 、 Cultural resources 、 human resources 、 Information resources, etc . The capability set consists of different capability elements of the enterprise , Such as public relations ability 、 Cultural capacity building 、 Operational capability 、 Decision-making ability 、 Information processing capabilities 、 Material supply capacity, etc . The strategy set consists of, for example, the social resources development strategy 、 Information development strategy 、 Research and development strategy 、 Innovation and efficiency creation development strategy .

The enterprise is in the process of implementing the strategic attempt , Whether they can maximize the resources they have into enterprise capabilities , Can the continuous improvement of enterprise capability “ Feed back ” Or enrich the resources of the enterprise , Whether the resources and capabilities of the enterprise can provide effective support for the implementation of the enterprise strategy , Whether the implementation of enterprise strategy can continuously enrich and accumulate enterprise resources 、 Whether the enterprise can continuously improve its capability, etc , These are very important .

let me put it another way ,

A collection of enterprise resources 、 The integration degree between the collection of enterprise capabilities and the collection of enterprise strategies , It is one of the important factors that determine the strategic trajectory of an enterprise .

so to speak , The degree of strategic integration is an indicator that an enterprise can use to examine its own strategy at any time , It can make the enterprise discover the fatal weakness , It is very important for the survival and development of enterprises . The strategic integration degree of an enterprise refers to its resource collection 、 Ability set 、 Strategy sets the three to rely on “ Relationship mechanism ” The connected “ Connection tightness ”.

for example , A person may have certain resources , Such as knowledge 、 Skill 、 Assets, etc ; Have certain ability , Such as learning 、 Homework 、 Collaboration, etc , But if he has no purpose in life , Or you can't put your own resources 、 Ability 、 Effective combination of goals and practices , You get different results . Again , Can the enterprise put its resources 、 Ability 、 Effective integration of strategies , It is also a key factor to continuously achieve short-term goals and ultimately achieve long-term strategies .

therefore ,

The degree of enterprise strategic integration is also a degree of exertion by the enterprise's ability 、 The quadrant set composed of three dimensions of enterprise resource utilization and enterprise strategic understanding

. The data of these three dimensions are mainly targeted by the enterprise to the high-level team on a regular basis 、 Middle level team 、 Three groups of grass-roots teams conducted a questionnaire survey to obtain , The enterprise obtains the resources of the enterprise through the questionnaire 、 Ability 、 Strategic evaluation value , And convert them to the position of the enterprise in the 3D coordinate system .  

Thinking Shifts ： from “ Value orientation ” To “ User oriented ”

Want to adapt to the digital age , The first thing we need is to renew our ideas 、 Revolution of thinking . A survey by Boston Consulting shows that , The global 87% Of CEO Think they don't adapt to digital thinking . The transformation of strategic thinking is imminent .

In the past, enterprises usually made strategies through value chain analysis , But in the digital age , The competition scope of the enterprise is no longer focused on a certain link and node , And extended to the entire ecosystem . In the process , Users play a crucial role .

To achieve strategic integration , In terms of strategic thinking ,

Enterprises should build a value network with customers as the core , And on this basis, realize the leap from customer thinking to user thinking .

（1） Build a value network with customers as the core

Take retail and the new retail industry for example , The core value point of traditional retail industry is passenger flow 、 Goods and stores . For enterprises engaged in traditional retailing , The most important thing is the location . The arrival of new retail has directly broken the general recognition of this industry .  

Take Suning smart retail as an example , Its essence is digital retail , The enterprise needs to have the retail operation ability based on data management and analysis , Digital retail to pay for digitalization 、 Digital users 、 Commodity digitalization, etc , Digitalize every aspect of retail services .

One side , It uses technology to solve the problem of online and offline supply allocation , This makes the supply of goods far more abundant than traditional retail ; On the other hand , New retail also offers payment and distribution services , It provides more convenience for users . You can see , The new retail no longer emphasizes the store like the traditional retail , It's more about the user experience . Digitalization makes retail smarter 、 More human .

（2） A leap from customer thinking to user thinking

The so-called customer thinking , It refers to the one-time transaction relationship between the enterprise and the customer ; User thinking refers to the lifetime relationship between enterprise and customer . The essential difference between customer relationship and user relationship lies in whether the products of the enterprise have been digitized and connected to the network , For example, from simple TV to smart TV , From feature phones to smartphones , From offline to online .

Today's consumers are changing from customers who have only one sales relationship , Become a high-frequency user of the service . Only output 、 The accumulation of 、 Only enterprises that deposit data will have a future , Because there's no data , Enterprises cannot understand users 、 Insight into needs .

Take Tesla for example , Why it can impact the huge automobile industry ？ Because it makes people realize that the new technology of automatic driving will change the world in a profound way . And the realization of this technology also needs a lot of data collection 、 Analysis and optimization .

To be specific , Tesla will put as many sensors as possible into the cars sold , And collect as much data as possible from these sensors . then , With the accumulation of various automatic driving mileage , It can push the newly acquired data to the car when the software is updated . And the continuous circulation of this process will form a winner take all effect ： Tesla will have more data , And more data will further make its automatic driving better , So more Tesla cars will be purchased , And then generate more miles and data , But the existing automobile manufacturers can not realize this process .

therefore ,

Enterprises should do a good job in strategic thinking transformation in the digital age , That is, from building a closed value chain core competitiveness to building an open value network ecological competitiveness .

Mode conversion ： from “ Limited game ” To “ Infinite game ”

There are two kinds of games in this world ： One is the limited game , The aim is to win ; The second is infinite games , Designed to keep the game going forever . Limited games are played within boundaries , Infinite games play boundaries . The same is true of the enterprise strategic model .

The traditional enterprise strategy model is a limited game , There is a competitive relationship between enterprises , When the market scale is fixed , Enterprises focus on the competition and fighting of market share . here , What an enterprise can do depends on its own resources and conditions , What to do is limited by industrial conditions . The strategic model of enterprises in the digital age is infinite game , It is a symbiotic ecological relationship . What enterprises can do is affected by cross-border , What to do depends on the degree of external connection .

therefore ,

In the digital age , Enterprises should change the strategic mode from “ Limited game ” Convert to “ Infinite game ”, In the process of continuously creating new demand, the overall ecological value will be increased

.

Users are changing target groups . Enterprises must realize that it is impossible to fully understand the market on their own , It is impossible to master all the data .

Countless historical experiences tell us , Rich information exchange is rapidly becoming the new normal of efficient cooperation . Bell Labs in the past 、 The failure of Xerox Park Research Center , All these prove that closed innovation can easily lead to a new round of technological revolution “ The new world ” just miss the person or opportunity . The transistor technology of Bell Labs gave birth to the first generation of Intel and others “ Information-based original company ”, The Xerox Parker Research Center's user graphical interface system is apple 、 Microsoft made a wedding dress , Both the fertilizer and water flow out of the field .

Now many enterprises have carried out “ Infinite game ” The strategic model of . for example , Ge and Intel cooperated to establish Intel-GE Care Innovations, The company brings together more than 68 Billion pieces of patient information , Provide solutions for users in the healthcare industry to improve healthcare services . meanwhile , China also has more and more enterprises through the establishment of “ user ID” Get through other e-commerce platforms and social platforms , Explored cross platform 、 Cross domain user data mining .

Decision transition ： from “ Take a long walk ” To “ Small step run ”

“ Build sustainable competitive advantage ”

It is the core of most enterprise strategic decisions , But such a strategic decision-making approach cannot be emulated .

Although it does exist, such as General Electric 、 IKEA, Unilever and other enterprises can create and maintain competitive advantages for a long time , But there are very few enterprises that can do this , The competitive advantages of many enterprises often disappear within a year . so to speak , These enterprises adopt a “ Take a long walk ” Strategic decision-making . Taking months to develop a long-term strategy is not worth the loss for the enterprise , This is especially true in the digital age, where the speed of change is accelerating .

therefore ,

In the digital age , Enterprises need to make strategic decisions from “ Take a long walk ” To “ Small step run ” Transformation , This is also one of the keys for enterprises to successfully achieve strategic integration

.

So-called

“ Small step run ” It refers to the rapid strategic iteration of the enterprise , Build and leverage multiple instantaneous advantages at the same time , Find the best solution to the problem at the least cost

. Although the duration of the instantaneous advantage is short , However, the combination of multiple instantaneous advantages can ensure that the enterprise can win in a long cycle . at present , Milliken 、 Many companies such as kochite have already done this . These companies encourage continuous change , Think strategy is mobile .

so to speak , In the digital age today ,

The strategic decision-making mode of establishing sustainable competitive advantage has been gradually marginalized , The strategic decision-making mode guided by instantaneous advantage has become a new benchmark

.

“ Small step run ” Our strategic decision-making approach includes six steps .

• First step ： Prototype
  . A strategic prototype is a clear strategic direction 、 Set goals 、 Design strategic patterns 、 Capture the key success factors of the strategy , Is to determine the capacity 、 Fix the gap 、 Set strategic measures , It's about trial and error 、 feedback 、 Optimization and other follow-up work .

• The second step ： fast
  . As the saying goes “ Soldiers are better than others , It's not expensive for a long time ”, therefore , Strategy iteration must be carried out quickly and updated quickly .

• The third step ： feedback
  . Build a strategic feedback mechanism , Quickly adjust the strategy according to the real-time feedback data .

• Step four ： Trial and error
  . It's not terrible to make mistakes , The terrible thing is the lack of courage to try and make mistakes . Taobao worships the culture of barbaric growth , Most innovations emerge from the bottom up . so to speak , Strategic trial and error is very important , Enterprises need to experiment with their core ideas , So as to try out the most valuable strategy . therefore , The point of trial and error is to find out the core pain points 、 Validate the strategy and find the wrong parts , Avoid scratching the boots and strategic deviation .

• Step five ： Small
  . Trial and error are costly , Break through by breaking up the whole into parts , It can reduce the trial and error cost of strategy .

• Step six ： Optimize
  . Just keep optimizing 、 Continuous improvement , In order to be invincible , Each iteration is a leap forward for strategy .

thus it can be seen ,“ Small step run ” The core of is to set goals to be achieved at each stage and shorten the decision-making cycle . The logic behind it is divided into four links ：

• The first link is
  describe
  ： That is, describe what happened in the real world in the virtual world ;

• The second link is
  Insight
  ： That is, why it happens and why things happen ;

• The third link is
  forecast
  ： Predict what will happen in the future ;

• The fourth link is
  Decision making
  ： That is, judge what should be done and provide corresponding solutions .

Amazon has adopted a strategic logic that runs through the business process —— Keep going online 、 iteration 、 Optimize . thus , Its strategy is like a cruise missile , Launch first , Then in the course of the flight, the flight route is constantly revised , And then quickly adapt to changes in the external environment .

knowledge management —— New challenges of enterprise digital transformation

From the concept of digital transformation , You can understand

Digital transformation is a system for enterprises 、 A complete reorganization

. Changes will take place in all aspects of the enterprise , Such as organization 、 Business model 、 Process and work capability definition .

In the process of completing or completing the digital transformation , In addition to the change of working mode , The enterprise itself also starts from

Traditional enterprise

Turn into

Knowledge enterprise

.

therefore , With the gradual improvement of enterprise innovation requirements and the higher requirements for skills in the digital environment ,

knowledge management

It has become an effective means for many enterprises to improve their organizational and personal abilities . therefore , For businesses , This will be a new challenge , namely

How to improve the ability of knowledge management

, Retraining employees , Embrace actively , Adapt to the changes and opportunities brought by the new digital world . How to improve the ability of knowledge management ？ The answer must be

Create knowledge base

, This is an important means for enterprises to improve their knowledge management ability .

Baklib- Help enterprises make digital transformation from internal to external

Baklib As a knowledge base & Help center software , Help enterprises innovate and upgrade from internal management to external publicity and customer service .

Inside - Help enterprise internal information integration and application

adopt Baklib Build an internal knowledge base , Unified management of enterprise documents and information , Classify and store all kinds of documents , Build an enterprise exclusive knowledge base , It is the right assistant of enterprise information management , You can share links directly to all kinds of software , Just search keywords to get the relevant information you need , It can solve the confusion of document management in the working process of enterprises 、 Knowledge isolation and other problems . New employees can directly understand the company structure by viewing relevant internal information , Work content of the Department , Get started quickly , Reduce training efficiency , If you don't understand it, please refer to it at any time , Timely communication .

external - Enterprise external publicity and customer service

Baklib Help enterprises build customer service knowledge base , Customers can directly understand the enterprise and product related information through access , Provide customers with good pre-sales service 、 On sale 、 After-sales service ,24 Hour online , Solve customer problems in time , Establish a good corporate image , Improve customer satisfaction .

Feedback through the knowledge base , Make reasonable analysis , Find and improve problems in time , Assist in external process optimization ; Reduce the workload of customer service , Reduce work pressure , Improve work efficiency .

Source of the article ：https://mp.weixin.qq.com/s/dPpnVm_EhUT_tIKNaWbQzg