本案例由江南大学商学院的李峰教授团队撰写，江南大学商学院案例中心研究员李文涛全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。
摘要：TCL的成长与中国经济高速发展同频共振，是中国企业转型升级与竞争力提升的典型代表。经过四十多年的变革、转型、升级，TCL从一个生产磁带的地方小厂发展成为全球化的科技产业集团，产品遍及通讯、家电等全品类智能终端，再将产业延伸至半导体显示等基础核心技术产业领域，拥有全球化产业链和供应链的完整布局。随着国内智能家居行业的迅猛发展，越来越多的传统家电企业在向智能家居业转型发展。面对这个新型市场，TCL推进“双+”战略转型变革：将业务重心转向“智能+互联网”，业务形态从传统硬件转向“产品+服务”。TCL的战略方向，能否真正实现智能化制造转型的落地,是企业下一步发展面临的重要问题。本案例描述了TCL三次转型发展过程中战略方向的转变，分析了TCL在智能家居发展之路上面临的机遇与挑战，并做出相应的战略选择。通过本案例的教学，可以让学生理解企业实施创新战略的类型和动因，分析战略和选择战略实施的思想，为企业战略转型提供借鉴。
关键词：智能家居；战略转型；机遇与挑战
TCL: The Journey of Transforming from a Traditional Home Appliance Company to a Smart Home Company
Abstract: The growth of TCL resonates at the same frequency as the rapid development of China's economy, and it is a typical representative of the transformation, upgrading and competitiveness of Chinese enterprises. After more than 40 years of reform, transformation and upgrading, TCL has developed from a small local factory producing magnetic tapes to a global technology industry group, which have a complete layout of global industrial chains and supply chains. Facing the rapid development of the domestic smart home industry, TCL promoted the "Double +" strategic transformation: it shifted its business focus to "intelligence + Internet", and its business form shifted from traditional hardware to "products + services". Whether TCL's strategic direction can truly realize the transformation of intelligent manufacturing is an important issue for the company's next development. This case describes the change of strategic direction of TCL in the three transformation process, analyzes the opportunities and challenges that TCL faces in the development of smart home, and makes corresponding strategic choices. Studing this case, students can understand the types and motivations of enterprises implementing innovative strategies, analyze strategies and choose the ideas of strategy implementation, and provide reference for enterprise strategic transformation.
Keywords: Smart Home; Strategic Transformation; Opportunities and Challenges
