数字化转型赋能波司登价值创造动因、路径及效果研究

Research on the Motivations, Paths, and Effects of Digital Transformation Empowering Value Creation at Bosideng

摘要: 在第四次工业革命浪潮的推动下，数字经济凭借数字技术这一媒介正迅速崛起。国家积极推动人工智能、大数据、云计算等前沿技术与实体经济的深度融合，并出台一系列政策，为我国的数字化进程发展提供有力支持。面对数字经济的蓬勃发展，传统制造企业正置身于一个全新的发展环境，既迎来了前所未有的机遇，也面临着诸多挑战。在此背景下，推进数字化转型成为企业实现可持续发展的必由之路。企业数字化转型的核心目标在于实现价值的最大化。然而，当前行业面临的关键问题是，如何有效挖掘并释放数字化转型的潜在价值。因此，深入剖析数字化转型的价值创造路径及其内在逻辑，对于促进传统制造企业的转型升级、增强其市场竞争力具有至关重要的意义。本文选择服装零售行业的佼佼者波司登作为案例研究对象。研究过程中，首先对国内外学者关于数字化转型价值创造的相关文献进行系统梳理，并借鉴相关理论展开深入研究；其次，介绍波司登企业的基本情况，结合TOE理论深入分析其进行数字化转型的动因；最后，依据数字化供应链、数字化营销等理论，详细剖析波司登数字化转型的价值创造路径以及对其效果进行分析。

Abstract: Driven by the wave of the Fourth Industrial Revolution, the digital economy is rapidly emerging, facilitated by digital technologies. The state is actively promoting the deep integration of cutting-edge technologies such as artificial intelligence, big data, and cloud computing with the real economy, and has introduced a series of policies to provide strong support for the development of China’s digitalization process. Faced with the vigorous development of the digital economy, traditional manufacturing enterprises find themselves in a completely new development environment, encountering unprecedented opportunities as well as numerous challenges. In this context, advancing digital transformation has become an inevitable path for enterprises to achieve sustainable development. The core objective of digital transformation in enterprises is to maximize value. However, the key issue currently facing the industry is how to effectively mine and unleash the potential value of digital transformation. Therefore, conducting an in-depth analysis of the value creation paths and underlying logic of digital transformation is of paramount importance for promoting the transformation and upgrading of traditional manufacturing enterprises and enhancing their market competitiveness. This paper selects Bosideng, a leader in the apparel retail industry, as the case study object. During the research process, we first systematically review relevant literature from domestic and foreign scholars on value creation through digital transformation and draw on relevant theories for in-depth research. Next, we introduce the basic situation of Bosideng and analyze the motivations for its digital transformation in depth using the TOE (Technology-Organization-Environment) theory. Finally, based on theories such as digital supply chain and digital marketing, we provide a detailed analysis of the value creation paths of Bosideng’s digital transformation and analyze its performance.