关键词: 数字化转型, 能源销售行业, 场景驱动, 扎根理论

Abstract:     Currently, the digital transformation of Chinese enterprises is deeply entangled in the misconception of "paying more attention to technology than demand", leading to a significant resource waste and low effectiveness. To address this issue, this paper adopted a scenario-driven perspective to construct a dynamic adaptability model of "three dimensions and one core" through an indepth case study of a Chinese energy sales group. The study explored how enterprises can enhance their dynamic adaptability to internal and external demands through a double-layer feedback loop centered on "demand-driven digitalization of management" and "scenario-driven digitalization of business". The research findings are as follows: (1) The management of a digital feedback closed loop is central to digital transformation, and the iterative processes of demand identification, scenario design, and scenario feedback ensure the adaptability of scenario construction and demand alignment, thereby driving dynamic adaptability through scenario iteration; (2) Scenario capability shapes the trajectory of digital transformation. By upgrading technology, strengthening customer connections, and leveraging data-driven insights, enterprises enhance their internal and external adaptability, fostering the development and innovation of new scenarios; (3) The spiral upgrade of digital scenario construction fuels value creation, enabling enterprises to achieve adaptive dynamic adjustments in response to emerging technologies, evolving demands, and new market opportunities; (4) The scenario-driven value creation path exhibits dual characteristics: stock enhancement and incremental creation. Through demand-responsive management decisions and scenario iteration, a performance feedback loop is established, facilitating dynamic and adaptive value creation. This paper has introduced the concept of "dynamic adaptive value creation through digital scenarios", elucidated the demand-driven and scenario-based dynamic adaptive mechanisms, and it will provide a systematic and adaptive perspective for advancing both the theoretical and practical dimensions of enterprise digital transformation. The findings will offer innovative insights and actionable guidance for enterprises seeking efficient and effective digital transformation.

Key words: digital transformation, energy marketing industry, scenario-driven, grounded theory