Abstract: In the era of digital economy, the external environment of an organization is more and more dynamic, uncertain and even subversive. “Change” has become an important way for an organization to cope with subversive environment and maintain its competitive advantage.Organizational identity is the collective cognition and common belief of the members of an organization about “who we are as an organization”, and also the cognitive mode and code of conduct guiding the strategic decision-making and implementation of an organization(i.e. “who I am” decides “what I should do”). Changing organizational identity is the prerequisite for many important strategic changes.By constructing an integrated theoretical framework of organizational identity change and strategic change, this paper makes a systematic comparison between organizational identity change and strategic change, analyzes their differences and internal logical relations, and explores the transformation and upgrading of traditional enterprises, cross-border operation of enterprises, adoption of disruptive innovation technologies and other phenomena from the perspective of integration of them, finding that cross-border operation has become a significant feature and common phenomenon of business strategy in the era of digital economy. The transformation and upgrading of traditional enterprises should go deep into the level of organizational identity. Only by changing organizational identity,can we “abandon” the past cognitive model and code of conduct and truly integrate ourselves into the era of digital economy.

Key words: organizational identity change, strategic change, subversive environment, transformation and upgrading of traditional enterprises, organizational innovation