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數(shù)字經(jīng)濟原理與案例 
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9 7 3 8 5 7 0 3 8 0 5 1 0 讀者對象:教師、學生 
本書為促進數(shù)字經(jīng)濟教育和人才培養(yǎng)而編寫，旨在通過對數(shù)字經(jīng)濟發(fā)展原理的梳理和典型案例的剖析，為全面把握數(shù)字經(jīng)濟發(fā)展要義提供針對性的學習參考。全書共包含十一章，分別是緒論、數(shù)字技術(shù)解析、大數(shù)據(jù)與數(shù)字經(jīng)濟、數(shù)字資產(chǎn)、數(shù)字化治理、平臺經(jīng)濟、智能制造、服務(wù)業(yè)數(shù)字經(jīng)濟、文化數(shù)字經(jīng)濟、典型行業(yè)數(shù)字化轉(zhuǎn)型和數(shù)字經(jīng)濟綜合案例。每一章都包含深入淺出的理論分析和系統(tǒng)全面的案例解析。
本書適合用作各類高等院校數(shù)字經(jīng)濟類相關(guān)課程的專業(yè)教材，也可以用作相關(guān)人員的培訓教材，對從事數(shù)字經(jīng)濟技術(shù)研發(fā)的專業(yè)人士同樣具有參考價值。
姚國章【著】【中國】【現(xiàn)當代】
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南京郵電大學數(shù)字經(jīng)濟研究所所長、管理學院教授。從事數(shù)字經(jīng)濟與數(shù)字政府等問題的研究 20 余年，發(fā)表論文 200 余篇，主持國家、省部級及各類委托研究項目 30 余項，自 2001 年至今在北京大學出版社等出版著作和教材 20 余部，具有扎實的理論研究功底和豐富的實踐探索經(jīng)驗。兼任南京數(shù)字經(jīng)濟科技學會理事長、江蘇省標準化專家?guī)焓着鷮＜�、江蘇省首席科技傳播專家、中國通信學會科學傳播專家、騰訊云 TVP（Tencent Cloud Valuable Professional）業(yè)家大使、江蘇省網(wǎng)絡(luò)視聽領(lǐng)軍人才。
第 1 章 緒論 ····················································································· 1
1.1 數(shù)字經(jīng)濟概述 ··········································································· 1
1.1.1 數(shù)字經(jīng)濟的來龍去脈 ································································ 2
1.1.2 我國對數(shù)字經(jīng)濟的定義及內(nèi)涵 ······················································· 3
1.1.3 數(shù)字經(jīng)濟的呈現(xiàn)形式 ································································ 5
1.1.4 數(shù)字經(jīng)濟的新特征 ·································································· 6
1.1.5 數(shù)字經(jīng)濟的發(fā)展原則 ······························································· 7
1.1.6 發(fā)展數(shù)字經(jīng)濟的重要意義 ··························································· 7
1.2 數(shù)字經(jīng)濟統(tǒng)計分類 ······································································ 9
1.2.1 我國數(shù)字經(jīng)濟分類的主要內(nèi)容 ······················································· 9
1.2.2 我國數(shù)字產(chǎn)業(yè)化與產(chǎn)業(yè)數(shù)字化之間的關(guān)系 ··········································· 10
1.2.3 美國對數(shù)字經(jīng)濟的分類 ···························································· 11
1.3 數(shù)字經(jīng)濟未來發(fā)展趨勢 ······························································· 12
1.3.1 經(jīng)濟資源的數(shù)字化是數(shù)字經(jīng)濟的賦能器 ············································ 12
1.3.2 為完善數(shù)字化基礎(chǔ)設(shè)施提供強有力的保障 ········································· 12
1.3.3 數(shù)字化平臺將成為數(shù)字經(jīng)濟的新主宰 ··············································· 13
1.3.4 產(chǎn)業(yè)結(jié)構(gòu)的調(diào)整和升級加速推進 ··················································· 13
1.3.5 數(shù)字技能和素養(yǎng)成為人力資源的新要求 ············································ 14
1.3.6 數(shù)字經(jīng)濟引領(lǐng)政府的變革 ·························································· 14
1.4 數(shù)字經(jīng)濟發(fā)展框架 ····································································· 14
1.4.1 數(shù)字化基礎(chǔ)設(shè)施建設(shè) ······························································ 14
1.4.2 數(shù)字化治理體系建設(shè) ······························································· 15
1.4.3 數(shù)字化公共服務(wù)體系建設(shè) ·························································· 16
1.4.4 數(shù)字化轉(zhuǎn)型 ······································································· 17
1.4.5 數(shù)字平臺建設(shè)······································································ 19
1.4.6 數(shù)字人才體系建設(shè) ································································· 19
1.4.7 數(shù)字合作體系建設(shè) ································································· 20
1.4.8 數(shù)字經(jīng)濟發(fā)展環(huán)境建設(shè) ···························································· 20
第 2 章 數(shù)字技術(shù)解析 ·········································································22
2.1 數(shù)字技術(shù)概述 ·········································································· 22
2.1.1 數(shù)字技術(shù)的概念 ··································································· 22
2.1.2 數(shù)字技術(shù)的表現(xiàn)形式 ······························································ 23
2.1.3 數(shù)字技術(shù)的基本特征 ······························································ 23
2.2 大數(shù)據(jù) ·················································································· 24
2.2.1 大數(shù)據(jù)的概念 ····································································· 24
2.2.2 大數(shù)據(jù)思維的概念 ································································ 24
2.2.3 大數(shù)據(jù)的特征 ····································································· 25
2.2.4 大數(shù)據(jù)的帶動作用 ································································· 25
2.3 人工智能 ················································································ 26
2.3.1 人工智能的概念 ··································································· 26
2.3.2 人工智能的熱點領(lǐng)域 ······························································ 27
2.3.3 人工智能的局限性 ································································· 28
2.3.4 人工智能的發(fā)展浪潮 ······························································ 29
2.3.5 人工智能案例——ChatGPT ······················································· 30
2.4 云計算 ·················································································· 31
2.4.1 云計算的概念 ····································································· 31
2.4.2 云計算的服務(wù)模式 ································································· 32
2.4.3 云計算的部署模型 ································································· 33
2.4.4 云計算案例：中華保險 ····························································· 35
2.5 物聯(lián)網(wǎng) ·················································································· 36
2.5.1 物聯(lián)網(wǎng)的概念 ····································································· 36
2.5.2 物聯(lián)網(wǎng)的系統(tǒng)框架 ································································· 37
2.5.3 物聯(lián)網(wǎng)的典型應用 ································································· 38
2.5.4 物聯(lián)網(wǎng)案例：紫荊農(nóng)莊 ····························································· 39
2.6 移動通信 ················································································ 40
2.6.1 移動通信的概念與演進 ···························································· 40
2.6.2 移動通信的主要特征 ······························································ 41
2.6.3 5G 的主要特性 ···································································· 41
2.6.4 5G 的應用 ········································································· 42
2.6.5 5G 商業(yè)模式 ······································································ 43
2.6.6 移動通信案例：洛陽鉬業(yè) ··························································· 43
2.7 區(qū)塊鏈 ·················································································· 45
2.7.1 區(qū)塊鏈的概念 ····································································· 45
2.7.2 區(qū)塊鏈的特征 ····································································· 46
2.7.3 區(qū)塊鏈的類型 ····································································· 46
2.7.4 三種類型區(qū)塊鏈的比較 ···························································· 47
2.7.5 區(qū)塊鏈主要應用場景······························································· 47
2.7.6 區(qū)塊鏈案例：上汽通用五菱 ························································ 47
2.8 元宇宙 ·················································································· 49
2.8.1 元宇宙的來龍去脈 ································································· 49
2.8.2 元宇宙的概念 ····································································· 49
2.8.3 元宇宙的發(fā)展框架 ································································· 50
2.8.4 元宇宙案例：數(shù)字人手語翻譯“小莫” ·············································· 51
第 3 章 大數(shù)據(jù)與數(shù)字經(jīng)濟 ···································································53
3.1 大數(shù)據(jù)解析 ············································································· 53
3.1.1 大數(shù)據(jù)的來龍去脈 ································································· 53
3.1.2 大數(shù)據(jù)發(fā)展趨勢 ··································································· 54
3.2 大數(shù)據(jù)與相關(guān)熱點技術(shù)的關(guān)系 ······················································· 55
3.2.1 大數(shù)據(jù)與人工智能的關(guān)系 ·························································· 55
3.2.2 大數(shù)據(jù)與云計算的關(guān)系 ···························································· 56
3.2.3 大數(shù)據(jù)與物聯(lián)網(wǎng)的關(guān)系 ···························································· 56
3.2.4 大數(shù)據(jù)與 5G 的關(guān)系 ······························································· 57
3.2.5 大數(shù)據(jù)與區(qū)塊鏈的關(guān)系 ···························································· 57
3.2.6 大數(shù)據(jù)與元宇宙的關(guān)系 ····························································· 58
3.3 聯(lián)合國對大數(shù)據(jù)發(fā)展的推動 ·························································· 58
3.4 我國大數(shù)據(jù)發(fā)展概況 ·································································· 59
3.4.1 國家對大數(shù)據(jù)發(fā)展的部署 ·························································· 59
3.4.2 各地對大數(shù)據(jù)發(fā)展的實踐 ·························································· 60
3.5 大數(shù)據(jù)發(fā)展所面臨的問題和挑戰(zhàn) ····················································· 63
3.5.1 管理體制和運行機制障礙 ·························································· 63
3.5.2 人才短板 ·········································································· 63
3.5.3 技術(shù)瓶頸 ·········································································· 64
3.5.4 文化障礙 ·········································································· 64
3.6 助力大數(shù)據(jù)發(fā)展的對策 ······························································· 64
3.6.1 全面樹立起對大數(shù)據(jù)的認知 ······················································· 64
3.6.2 將發(fā)展以大數(shù)據(jù)為根基的數(shù)字經(jīng)濟作為政府和企業(yè)的戰(zhàn)略選擇 ····················· 65
3.6.3 建立起切實有效的推進機制························································ 65
3.6.4 切實加強大數(shù)據(jù)專門人才的培養(yǎng) ··················································· 65
3.6.5 積極鼓勵公眾參與和社會共享 ····················································· 66
3.6.6 要注重大數(shù)據(jù)的安全和隱私保護 ··················································· 66
第 4 章 數(shù)字資產(chǎn) ··············································································67
4.1 數(shù)字資產(chǎn)概述 ·········································································· 67
4.1.1 數(shù)字資產(chǎn)的概念 ··································································· 67
4.1.2 數(shù)字資產(chǎn)的基本特征 ······························································· 69
4.1.3 數(shù)字資產(chǎn)的主要類型 ······························································· 69
4.2 數(shù)字資產(chǎn)的構(gòu)成 ········································································ 70
4.2.1 數(shù)字資產(chǎn)化 ········································································ 71
4.2.2 資產(chǎn)數(shù)字化 ········································································ 71
4.3 數(shù)字資產(chǎn)管理系統(tǒng) ····································································· 72
4.3.1 數(shù)字資產(chǎn)管理系統(tǒng)的概念與類型 ···················································· 72
4.3.2 數(shù)字資產(chǎn)管理系統(tǒng)的主要功能 ······················································ 73
4.3.3 數(shù)字資產(chǎn)管理系統(tǒng)軟件要求 ························································ 73
4.4 數(shù)字代幣 ················································································ 74
4.4.1 數(shù)字代幣的概念 ··································································· 74
4.4.2 數(shù)字代幣的特征 ··································································· 74
4.4.3 數(shù)字代幣的類型 ··································································· 75
4.4.4 數(shù)字代幣的主要優(yōu)勢 ······························································· 76
4.4.5 數(shù)字代幣交易 ······································································ 77
4.5 數(shù)字藏品 ················································································ 78
4.5.1 概念比較 ·········································································· 78
4.5.2 數(shù)字藏品的價值 ··································································· 79
4.5.3 數(shù)字藏品發(fā)行模式 ································································· 80
4.5.4 數(shù)字藏品在旅游業(yè)中的應用 ························································ 81
第 5 章 數(shù)字化治理 ············································································83
5.1 數(shù)字化治理概述 ········································································ 83
5.1.1 數(shù)字化治理的概念 ································································· 83
5.1.2 數(shù)字化治理的基本原則 ···························································· 84
5.2 大數(shù)據(jù)在數(shù)字化治理中的應用 ······················································· 84
5.2.1 大數(shù)據(jù)在數(shù)字化治理中的作用 ······················································ 84
5.2.2 大數(shù)據(jù)對政府決策的影響 ·························································· 85
5.2.3 紐約市政府利用大數(shù)據(jù)進行決策治理的做法 ······································· 86
5.3 交通數(shù)字化治理 ······································································· 88
5.3.1 交通管理面臨的挑戰(zhàn) ······························································· 88
5.3.2 我國交通運輸大數(shù)據(jù)平臺 ·························································· 89
5.3.3 阿里“城市大腦” ·································································· 90
5.3.4 新加坡交通管理數(shù)字化治理 ························································ 91
5.3.5 交通數(shù)字化治理優(yōu)化的思考 ························································ 92
5.4 市場監(jiān)管數(shù)字化治理 ·································································· 92
5.4.1 市場監(jiān)管面臨的新任務(wù) ····························································· 92
5.4.2 數(shù)字化治理正成為推動市場監(jiān)管的重要支撐 ········································ 93
5.4.3 數(shù)字化治理助力市場監(jiān)管的具體措施 ··············································· 94
5.4.4 江蘇市場監(jiān)管數(shù)字化治理的實踐 ···················································· 95
5.4.5 重慶自貿(mào)區(qū)利用數(shù)字化治理推進市場監(jiān)管的實踐 ···································· 96
5.5 民生服務(wù)數(shù)字化治理 ·································································· 97
5.5.1 數(shù)字化治理是改善民生服務(wù)的利器 ················································· 97
5.5.2 貴陽民生服務(wù)數(shù)字化治理的實踐 ··················································· 98
5.5.3 寧夏民生服務(wù)數(shù)字化治理實踐 ····················································· 99
第 6 章 平臺經(jīng)濟 ············································································ 101
6.1 平臺經(jīng)濟概述 ········································································· 101
6.1.1 平臺的演進 ······································································· 101
6.1.2 平臺的分類 ·······································································102
6.1.3 平臺分級 ·········································································103
6.1.4 相關(guān)概念 ·········································································104
6.1.5 平臺經(jīng)濟的主要特征 ······························································105
6.1.6 平臺的建設(shè)步驟 ··································································106
6.1.7 平臺經(jīng)濟用工模式 ································································107
6.2 平臺經(jīng)濟治理 ·········································································107
6.2.1 平臺經(jīng)濟的治理體系 ······························································107
6.2.2 平臺經(jīng)濟治理的基本原則 ·························································108
6.2.3 平臺經(jīng)濟治理措施 ································································109
6.3 平臺經(jīng)濟反壟斷規(guī)定 ································································· 110
6.3.1 基本原則 ········································································· 111
6.3.2 壟斷協(xié)議的認定 ·································································· 111
6.3.3 濫用市場支配地位判定 ··························································· 112
6.3.4 不公平價格行為認定 ····························································· 113
6.3.5 低于成本銷售認定 ································································ 114
6.3.6 拒絕交易認定 ···································································· 114
6.3.7 限定交易認定 ···································································· 115
6.3.8 搭售或者附加不合理交易條件認定 ··············································· 115
6.3.9 差別待遇認定 ···································································· 116
6.4 我國平臺經(jīng)濟發(fā)展 ···································································· 116
6.4.1 我國平臺經(jīng)濟發(fā)展現(xiàn)狀 ··························································· 117
6.4.2 我國平臺經(jīng)濟所發(fā)揮的作用 ······················································· 118
6.4.3 我國電商平臺經(jīng)濟新機遇 ························································· 119
6.4.4 我國平臺經(jīng)濟發(fā)展存在的問題 ····················································· 119
6.4.5 我國平臺經(jīng)濟發(fā)展的一些建議 ·····················································120
6.5 平臺經(jīng)濟案例：美團 ··································································123
6.5.1 案例背景 ·········································································123
6.5.2 運營特色 ·········································································124
6.5.3 管控措施 ·········································································126
6.5.4 美團的兩大戰(zhàn)略 ··································································127
6.5.5 美團的競爭優(yōu)勢 ··································································128
6.5.6 案例評析 ·········································································129
第 7 章 智能制造 ············································································ 130
7.1 我國制造業(yè)發(fā)展狀況 ·································································130
7.1.1 我國制造業(yè)發(fā)展狀況······························································130
7.1.2 我國制造業(yè)面臨的挑戰(zhàn) ··························································· 131
7.2 工業(yè) 4.0 發(fā)展解析 ····································································133
7.2.1 制造業(yè)演進方向 ··································································133
7.2.2 工業(yè) 1.0 ··········································································134
7.2.3 工業(yè) 2.0 ··········································································134
7.2.4 工業(yè) 3.0 ··········································································135
7.2.5 工業(yè) 4.0 ··········································································135
7.3 數(shù)字工廠 ···············································································137
7.3.1 數(shù)字工廠的基本概念 ······························································137
7.3.2 數(shù)字工廠的核心技術(shù) ······························································138
7.3.3 數(shù)字工廠實現(xiàn)路線 ································································138
7.3.4 數(shù)字工廠案例：西門子安貝格工廠 ··················································139
7.4 智能制造概述 ········································································· 141
7.4.1 智能制造的基本概念 ····························································· 141
7.4.2 智能制造總體架構(gòu) ································································142
7.4.3 智能制造發(fā)展維度································································ 143
7.4.4 智能制造發(fā)展邏輯 ·······························································144
7.4.5 智能制造技術(shù)類型 ································································ 145
7.4.6 推進措施 ·········································································146
7.5 智能制造發(fā)展重點 ····································································146
7.5.1 智能化產(chǎn)品 ·······································································146
7.5.2 智能化裝備 ······································································· 147
7.5.3 智能化生產(chǎn) ·······································································148
7.5.4 智能化管理 ·······································································149
7.5.5 智能化服務(wù) ·······································································150
7.5.6 智能制造案例徐工機械智 ·························································152
7.6 智能制造案例：三一集團 ·····························································153
7.6.1 案例背景 ·········································································153
7.6.2 數(shù)字化轉(zhuǎn)型部署 ··································································154
7.6.3 燈塔工廠建設(shè) ·····································································156
7.6.4 數(shù)據(jù)中臺建設(shè) ·····································································159
7.6.5 樹根互聯(lián)與根云平臺 ·····························································160
7.6.6 5G 技術(shù)應用 ····································································· 162
7.6.7 數(shù)字化營銷實踐 ··································································164
第 8 章 服務(wù)業(yè)數(shù)字經(jīng)濟 ···································································· 167
8.1 服務(wù)與服務(wù)業(yè)概述 ···································································· 167
8.1.1 對服務(wù)的理解 ···································································· 167
8.1.2 服務(wù)業(yè)的概念與特征 ······························································168
8.1.3 我國服務(wù)業(yè)的總體發(fā)展 ···························································169
8.2 服務(wù)業(yè)數(shù)字化 ········································································· 170
8.2.1 服務(wù)業(yè)數(shù)字化的內(nèi)涵與作用 ······················································· 170
8.2.2 服務(wù)業(yè)數(shù)字化的新形態(tài) ··························································· 171
8.3 生產(chǎn)性服務(wù)業(yè)數(shù)字化 ································································· 174
8.3.1 生產(chǎn)性服務(wù)業(yè)的地位和作用 ······················································· 174
8.3.2 生產(chǎn)性服務(wù)業(yè)發(fā)展新趨勢························································· 175
8.3.3 生產(chǎn)性服務(wù)業(yè)數(shù)字化轉(zhuǎn)型重點 ···················································· 176
8.4 生活性服務(wù)業(yè)數(shù)字化 ································································· 179
8.4.1 生活性服務(wù)業(yè)的新趨勢 ···························································180
8.4.2 我國生活性服務(wù)業(yè)發(fā)展存在的問題與總體發(fā)展思路································ 181
8.4.3 我國生活性服務(wù)業(yè)發(fā)展重點 ······················································ 181
8.4.4 數(shù)字化對生活性服務(wù)業(yè)的賦能作用 ················································183
8.4.5 生活性服務(wù)業(yè)數(shù)字化的實現(xiàn)路徑 ··················································183
8.4.6 生活性服務(wù)業(yè)數(shù)字化的推進措施 ··················································184
8.5 生產(chǎn)性服務(wù)業(yè)數(shù)字化轉(zhuǎn)型案例：上飛院 ·············································185
8.5.1 案例背景 ·········································································186
8.5.2 新型能力的識別與確認 ···························································186
8.5.3 新型能力建設(shè) ····································································188
8.5.4 數(shù)字化協(xié)同建模與仿真 ···························································189
8.5.5 運行成效和發(fā)展經(jīng)驗 ·····························································190
8.5.6 案例評析 ········································································· 191
8.6 生活性服務(wù)業(yè)數(shù)字化轉(zhuǎn)型案例：吉大一院互聯(lián)網(wǎng)醫(yī)院 ····························· 191
8.6.1 案例背景 ········································································· 191
8.6.2 建設(shè)與運營 ······································································· 191
8.6.3 取得成效 ·········································································192
8.6.4 案例評析 ·········································································193
第 9 章 文化數(shù)字經(jīng)濟 ······································································· 194
9.1 對文化數(shù)字化的新認識 ·······························································194
9.1.1 對文化的理解 ·····································································194
9.1.2 文化數(shù)字化的定義 ································································195
9.2 文化數(shù)字化的發(fā)展內(nèi)涵 ·······························································195
9.2.1 文化創(chuàng)作數(shù)字化 ··································································196
9.2.2 文化生產(chǎn)數(shù)字化 ··································································196
9.2.3 文化傳播數(shù)字化 ··································································197
9.2.4 文化展示數(shù)字化 ··································································198
9.2.5 文化體驗數(shù)字化 ··································································199
9.2.6 文化消費數(shù)字化 ··································································199
9.3 文化數(shù)字化的推進之道 ····························································· 200
9.3.1 文化數(shù)字化需要遵循“六有”思路 ················································ 200
9.3.2 黨政部門的“五臺”角色 ···························································201
9.3.3 推進文化數(shù)字化高質(zhì)量發(fā)展的相關(guān)建議 ···········································202
9.4 數(shù)字文化產(chǎn)業(yè)發(fā)展 ····································································203
9.4.1 數(shù)字文化的概念和特點 ····························································203
9.4.2 數(shù)字文化發(fā)展原則 ································································203
9.4.3 數(shù)字文化主要業(yè)態(tài) ······························································· 204
9.4.4 數(shù)字文化產(chǎn)業(yè)生態(tài)培育 ····························································207
9.5 數(shù)字文化平臺發(fā)展案例：Netflix ·····················································209
9.5.1 案例背景 ·········································································209
9.5.2 發(fā)展轉(zhuǎn)型 ········································································· 211
9.5.3 個性化推薦系統(tǒng) ·································································· 214
9.5.5 案例評析 ········································································· 216
第 10 章 典型行業(yè)數(shù)字化轉(zhuǎn)型 ····························································· 217
10.1 金融業(yè)數(shù)字化轉(zhuǎn)型 ·································································· 217
10.1.1 金融數(shù)字化的數(shù)據(jù)來源 ························································· 217
10.1.2 金融業(yè)數(shù)字化的主要應用 ······················································ 218
10.1.3 金融業(yè)數(shù)字化轉(zhuǎn)型案例：螞蟻集團 ··············································220
10.2 教育數(shù)字化轉(zhuǎn)型 ·····································································221
10.2.1 數(shù)字化在教育領(lǐng)域的應用 ······················································221
10.2.2 教育數(shù)字化相關(guān)技術(shù) ···························································222
10.2.3 我國教育數(shù)字化面臨的挑戰(zhàn) ····················································223
10.2.4 促進教育數(shù)字化轉(zhuǎn)型的建議 ····················································224
10.2.5 教育數(shù)字化案例：青島教育 e 平臺 ···············································225
10.3 旅游行業(yè)數(shù)字化轉(zhuǎn)型 ································································227
10.3.1 旅游業(yè)數(shù)字化的發(fā)展需求 ······················································227
10.3.2 旅游業(yè)數(shù)據(jù)的來源與應用場景 ··················································228
10.3.3 旅游數(shù)字化的主要應用 ·························································229
10.3.4 旅游業(yè)數(shù)字化轉(zhuǎn)型案例：杭州文旅大數(shù)據(jù)應用···································230
10.4 物流行業(yè)數(shù)字化轉(zhuǎn)型 ································································232
10.4.1 物流對數(shù)字化的需求 ···························································232
10.4.2 物流業(yè)數(shù)字化轉(zhuǎn)型思路 ························································234
10.4.3 物流業(yè)數(shù)字化轉(zhuǎn)型目標 ·························································234
10.4.4 物流業(yè)數(shù)字化轉(zhuǎn)型的主要內(nèi)容 ··················································235
10.4.5 物流業(yè)數(shù)字化轉(zhuǎn)型案例：羅賓遜 ················································236
第 11 章 數(shù)字經(jīng)濟綜合案例 ································································ 239
11.1 九牧數(shù)字化轉(zhuǎn)型 ·····································································239
11.1.1 案例背景 ·······································································239
11.1.2 數(shù)字化發(fā)展過程 ·······························································241
11.1.3 數(shù)字化營銷探索 ································································242
11.1.4 移動數(shù)字化應用 ······························································· 244
11.1.5 服務(wù)數(shù)字化探索 ································································245
11.1.6 5G 智慧園區(qū)建設(shè) ·······························································248
11.1.7 世界數(shù)字九牧布局 ······························································250
11.1.8 案例評析 ·······································································251
11.2 華為數(shù)字化轉(zhuǎn)型 ·····································································252
11.2.1 案例背景 ·······································································252
11.2.2 數(shù)字化轉(zhuǎn)型方法論 ·····························································259
11.2.3 數(shù)據(jù)管理 ······································································262
11.2.4 數(shù)字化辦公 ····································································266
11.2.5 企業(yè) e+ 數(shù)字化平臺 ····························································269
11.2.6 人工智能應用 ··································································269
11.2.7 企業(yè)數(shù)字化深耕 ·······························································270
11.2.8 發(fā)展經(jīng)驗 ······································································271
11.2.9 存在的困難 ····································································272
11.2.10 案例評析 ·····································································273
11.3 沃爾瑪數(shù)字化轉(zhuǎn)型與區(qū)塊鏈應用 ··················································274
11.3.1 案例背景 ·······································································274
11.3.2 數(shù)字化轉(zhuǎn)型三大方向 ···························································275
11.3.3 數(shù)字化創(chuàng)新項目 ································································278
11.3.4 食品安全區(qū)塊鏈應用 ···························································280
11.3.5 案例評析 ······································································289
參考文獻 ······················································································ 291
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