Title: The Impact of Digital Transformation of Wuliangye Company on Corporate Financial Performance
Author: Pan Qiuxiang
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: Finance and Accounting
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.408-422) Click PDF
Abstract
In recent years, the digital economy has become a powerful measure to promote global economic development, reconstruct the structure of global resource factors, and change the global competitive landscape. The liquor industry is one of China’s traditional industries with a long history and unique characteristics. As consumers’ demand for products increases, industry competition becomes more intense, and wine companies have begun to experiment with digital transformation. Implementing the digital transformation strategy can improve the informatization, intelligence, precision and efficiency of the company’s entire industrial chain, supply chain, and market chain, and continuously enhance brand influence and competitiveness. This study took the digital transformation of Wuliangye Company as a case study.The objective of the study was to explore the impact of organizational management, data information, marketing promotion, channel platform and technological innovation on corporate financial performance.
This study took Wuliangye Company in the liquor industry as the research subject. The data were mainly obtained through a questionnaire survey. A total of 319 questionnaires were issued in this study, and 300 valid questionnaires were received. At the same time, this study adopted the quantitative research method and used SPSS software to analyze the reliability, validity and relevance of the survey data. Through the analysis and research of the survey data, this study found that organizational management, data information, marketing promotion, channel platform and technological innovation have a positive impact on corporate financial performance.
In conclusion, Wuliangye Company should (1) strengthen top-level design and establish a data analysis and judgment leadership group, (2) use data information to cultivate and introduce digital talents, (3) optimize marketing strategies and use digital technology to deepen supply-side structural reforms, (4) strengthen marketing channel construction and integrate all media to expand sales and communication channels, (5) deepen technological innovation and continuously increase product research and development efforts and digital quality management.
Keywords: Wuliangye Company, digital transformation, financial performance
The Impact of Digital Transformation of Wuliangye Company on Corporate Financial Performance /
6617195031 Pan Qiuxiang 2567 (2024) The Impact of Digital Transformation of Wuliangye Company on Corporate Financial Performance สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Finance and Accounting, Bangkok: Siam University