数字化转型背景下森马服饰绩效研究

Research on the Performance of Semir Apparel under the Background of Digital Transformation

摘要: 数字技术成为企业在激烈竞争中谋求生存与发展的“新引擎”。在数字化转型的浪潮中，经济的发展、电子信息技术的发展、大环境下的消费升级、市场增长放缓等多种因素影响着服装行业内各企业的发展，只有提高经营绩效，才能得以发展，因此需要对企业的绩效进行综合评估，才能够提高企业的经营业绩，推动企业的发展。本文采用平衡计分卡从财务、客户、内部流程、学习和成长四个方面，并将财务和非财务指标相结合，来综合评估企业的绩效，以森马服饰为研究对象，研究分析企业在数字化转型中绩效所存在的不足，并为提高森马服饰绩效水平，提供相关建议。

Abstract: Digital technology has become a “new engine” for enterprises to seek survival and development in the fierce competition. In the wave of digital transformation, various factors such as economic development, the advancement of electronic information technology, the upgrading of consumption in the broader environment, and the slowdown of market growth are influencing the development of enterprises within the clothing industry. Only by enhancing business performance can they achieve development. Therefore, a comprehensive assessment of enterprise performance is necessary to improve business performance and promote enterprise development. This article adopts the Balanced Scorecard to comprehensively evaluate the performance of enterprises from four aspects: finance, customers, internal processes, learning and growth, and combines financial and non-financial indicators. Taking Semir Apparel as the research object, it studies and analyzes the deficiencies in the performance of enterprises during digital transformation, and provides relevant suggestions for improving the performance level of Semir Apparel.