汽车之家的数字化转型之路：从垂直媒体门户到数据服务商
案例编号：
CN_2023QT_3575
被浏览次数：
1767
案例名称：
汽车之家的数字化转型之路：从垂直媒体门户到数据服务商
译名：
Auto Home: from "vertical media portal" to "data service provider"
案例作者：
毛基业、高皓、马冲、邹楠、吴思奇、朱晓林
作者单位：
中国人民大学商学院
译者：
-
案例企业：
汽车之家
行业：
信息技术产业
学科领域：
数字化转型、组织行为、其他
规模：
大型
案例语种：
中文
案例类型：
描述型
中文关键词：
商业模式变革；数字化转型；大数据；领导力；组织与文化转型
英文关键词：
Business model change; digital transformation; big data; leadership; organizational and cultural transformation
中文摘要：
汽车之家成立于2005年，定位于汽车行业的垂直媒体门户，创立两年内其用户量和网站月流量均攀升至行业第一。然而，在数字技术浪潮下，汽车之家长期以来的“垂直媒体门户”商业模式愈发难以为继。在2016年被平安集团收购后，汽车之家经历了从“垂直媒体门户”向“数据服务商”的颠覆性商业变革。在这轮变革中，汽车之家围绕“4+1战略”进行全面布局，通过科技驱动产品服务、数据技术和生态资源为消费者用户和主机厂经销商客户赋能，打造了以数据和技术为核心的智能汽车生态圈，正式迈向智能化时代。然而，转型过程并非一帆风顺，汽车之家面临组织惰性和成员思维固化的挑战，此外，对不熟悉的大数据领域的探索也是极为艰巨的挑战。因而，调整组织架构和组织文化，以及探索大数据的商业变现逻辑，是汽车之家的主要决策问题。本案例描绘了汽车之家自2016年起开展数字化转型、到2020年成功从“垂直媒体门户”转为“数字化服务商”的历程，以期挖掘传统企业开展数字化转型的路径和探索大数据应用价值的关键点。
英文摘要：
Auto Home was founded in 2005 and positioned as a vertical media portal in the automotive industry. Within two years of its establishment, its user volume and monthly website traffic climbed to the top one among rivals. However, in the tide of digital technology, such traditional business model became unsustainable. After being acquired by Ping An Group in 2016, Auto Home experienced a disruptive transformation from a "vertical media portal" to a "data service provider". In this reform, Auto Home made a comprehensive layout around the "4 + 1 strategy", empowered consumers, users and dealers of OEMs through technology-driven product and services, data technology and ecological resources, created a smart car ecosystem with data and technology as the core, and moved towards the era of intelligence. However, the transformation process was not smooth sailing. Auto Home faced the challenges of organizational inertia. In addition, it was also an extremely arduous challenge to explore the unfamiliar field of big data. Therefore, the main decision-making issues include adjusting the organizational structure and organizational culture and exploring the business realization logic of big data. This case describes the process of Auto Home's digital transformation from 2016 to 2020, to unpack the path of digital transformation of traditional enterprises and exploring the key value of big data application.
适用对象：
本科；学硕；专硕；高管培训
编写方式：
采编
开发时间：
2021
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