The impact of digital transformation of Wuliangye company on corporate financial performance

Name: Pan Qiuxiang

keyword: Independent Study

ThaSH: Liquor industry

Classification :.DDC: 658.83

; Wuliangye Company

ThaSH: Finance

; digital transformation

ThaSH: Consumer behavior

; financial performance

ThaSH: Marketing research

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.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Jidapa Chollathanrattanapong

Role: Advisor

Created: 2567

Modified: 2568-05-29

Issued: 2025-05-29

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: Financial and Accounting

Grantor: มหาวิทยาลัยสยาม

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