本书为促进数字经济教育和人才培养而编写，旨在通过对数字经济发展原理的梳理和典型案例的剖析，为全面把握数字经济发展要义提供针对性的学习参考。全书共包含十一章，分别是绪论、数字技术解析、大数据与数字经济、数字资产、数字化治理、平台经济、智能制造、服务业数字经济、文化数字经济、典型行业数字化转型和数字经济综合案例。每一章都包含深入浅出的理论分析和系统全面的案例解析。 本书适合用作各类高等院校数字经济类相关课程的专业教材，也可以用作相关人员的培训教材，对从事数字经济技术研发的专业人士同样具有参考价值。

姚国章【著】【中国】【现当代】 ———————————————————— 南京邮电大学数字经济研究所所长、管理学院教授。从事数字经济与数字政府等问题的研究 20 余年，发表论文 200 余篇，主持国家、省部级及各类委托研究项目 30 余项，自 2001 年至今在北京大学出版社等出版著作和教材 20 余部，具有扎实的理论研究功底和丰富的实践探索经验。兼任南京数字经济科技学会理事长、江苏省标准化专家库首批专家、江苏省首席科技传播专家、中国通信学会科学传播专家、腾讯云 TVP（Tencent Cloud Valuable Professional）业家大使、江苏省网络视听领军人才。

第 1 章　绪论 ····················································································· 1 1.1　数字经济概述 ··········································································· 1 1.1.1　数字经济的来龙去脉 ································································ 2 1.1.2　我国对数字经济的定义及内涵 ······················································· 3 1.1.3　数字经济的呈现形式 ································································ 5 1.1.4　数字经济的新特征 ·································································· 6 1.1.5　数字经济的发展原则 ······························································· 7 1.1.6　发展数字经济的重要意义 ··························································· 7 1.2　数字经济统计分类 ······································································ 9 1.2.1　我国数字经济分类的主要内容 ······················································· 9 1.2.2　我国数字产业化与产业数字化之间的关系 ··········································· 10 1.2.3　美国对数字经济的分类 ···························································· 11 1.3　数字经济未来发展趋势 ······························································· 12 1.3.1　经济资源的数字化是数字经济的赋能器 ············································ 12 1.3.2　为完善数字化基础设施提供强有力的保障 ········································· 12 1.3.3　数字化平台将成为数字经济的新主宰 ··············································· 13 1.3.4　产业结构的调整和升级加速推进 ··················································· 13 1.3.5　数字技能和素养成为人力资源的新要求 ············································ 14 1.3.6　数字经济引领政府的变革 ·························································· 14 1.4　数字经济发展框架 ····································································· 14 1.4.1　数字化基础设施建设 ······························································ 14 1.4.2　数字化治理体系建设 ······························································· 15 1.4.3　数字化公共服务体系建设 ·························································· 16 1.4.4　数字化转型 ······································································· 17 1.4.5　数字平台建设······································································ 19 1.4.6　数字人才体系建设 ································································· 19 1.4.7　数字合作体系建设 ································································· 20 1.4.8　数字经济发展环境建设 ···························································· 20 第 2 章　数字技术解析 ·········································································22 2.1　数字技术概述 ·········································································· 22 2.1.1　数字技术的概念 ··································································· 22 2.1.2　数字技术的表现形式 ······························································ 23 2.1.3　数字技术的基本特征 ······························································ 23 2.2　大数据 ·················································································· 24 2.2.1　大数据的概念 ····································································· 24 2.2.2　大数据思维的概念 ································································ 24 2.2.3　大数据的特征 ····································································· 25 2.2.4　大数据的带动作用 ································································· 25 2.3　人工智能 ················································································ 26 2.3.1　人工智能的概念 ··································································· 26 2.3.2　人工智能的热点领域 ······························································ 27 2.3.3　人工智能的局限性 ································································· 28 2.3.4　人工智能的发展浪潮 ······························································ 29 2.3.5　人工智能案例——ChatGPT ······················································· 30 2.4　云计算 ·················································································· 31 2.4.1　云计算的概念 ····································································· 31 2.4.2　云计算的服务模式 ································································· 32 2.4.3　云计算的部署模型 ································································· 33 2.4.4　云计算案例：中华保险 ····························································· 35 2.5　物联网 ·················································································· 36 2.5.1　物联网的概念 ····································································· 36 2.5.2　物联网的系统框架 ································································· 37 2.5.3　物联网的典型应用 ································································· 38 2.5.4　物联网案例：紫荆农庄 ····························································· 39 2.6　移动通信 ················································································ 40 2.6.1　移动通信的概念与演进 ···························································· 40 2.6.2　移动通信的主要特征 ······························································ 41 2.6.3 5G 的主要特性 ···································································· 41 2.6.4 5G 的应用 ········································································· 42 2.6.5 5G 商业模式 ······································································ 43 2.6.6　移动通信案例：洛阳钼业 ··························································· 43 2.7　区块链 ·················································································· 45 2.7.1　区块链的概念 ····································································· 45 2.7.2　区块链的特征 ····································································· 46 2.7.3　区块链的类型 ····································································· 46 2.7.4　三种类型区块链的比较 ···························································· 47 2.7.5　区块链主要应用场景······························································· 47 2.7.6　区块链案例：上汽通用五菱 ························································ 47 2.8　元宇宙 ·················································································· 49 2.8.1　元宇宙的来龙去脉 ································································· 49 2.8.2　元宇宙的概念 ····································································· 49 2.8.3　元宇宙的发展框架 ································································· 50 2.8.4　元宇宙案例：数字人手语翻译“小莫” ·············································· 51 第 3 章　大数据与数字经济 ···································································53 3.1　大数据解析 ············································································· 53 3.1.1　大数据的来龙去脉 ································································· 53 3.1.2　大数据发展趋势 ··································································· 54 3.2　大数据与相关热点技术的关系 ······················································· 55 3.2.1　大数据与人工智能的关系 ·························································· 55 3.2.2　大数据与云计算的关系 ···························································· 56 3.2.3　大数据与物联网的关系 ···························································· 56 3.2.4　大数据与 5G 的关系 ······························································· 57 3.2.5　大数据与区块链的关系 ···························································· 57 3.2.6　大数据与元宇宙的关系 ····························································· 58 3.3　联合国对大数据发展的推动 ·························································· 58 3.4　我国大数据发展概况 ·································································· 59 3.4.1　国家对大数据发展的部署 ·························································· 59 3.4.2　各地对大数据发展的实践 ·························································· 60 3.5　大数据发展所面临的问题和挑战 ····················································· 63 3.5.1　管理体制和运行机制障碍 ·························································· 63 3.5.2　人才短板 ·········································································· 63 3.5.3　技术瓶颈 ·········································································· 64 3.5.4　文化障碍 ·········································································· 64 3.6　助力大数据发展的对策 ······························································· 64 3.6.1　全面树立起对大数据的认知 ······················································· 64 3.6.2　将发展以大数据为根基的数字经济作为政府和企业的战略选择 ····················· 65 3.6.3　建立起切实有效的推进机制························································ 65 3.6.4　切实加强大数据专门人才的培养 ··················································· 65 3.6.5　积极鼓励公众参与和社会共享 ····················································· 66 3.6.6　要注重大数据的安全和隐私保护 ··················································· 66 第 4 章　数字资产 ··············································································67 4.1　数字资产概述 ·········································································· 67 4.1.1　数字资产的概念 ··································································· 67 4.1.2　数字资产的基本特征 ······························································· 69 4.1.3　数字资产的主要类型 ······························································· 69 4.2　数字资产的构成 ········································································ 70 4.2.1　数字资产化 ········································································ 71 4.2.2　资产数字化 ········································································ 71 4.3　数字资产管理系统 ····································································· 72 4.3.1　数字资产管理系统的概念与类型 ···················································· 72 4.3.2　数字资产管理系统的主要功能 ······················································ 73 4.3.3　数字资产管理系统软件要求 ························································ 73 4.4　数字代币 ················································································ 74 4.4.1　数字代币的概念 ··································································· 74 4.4.2　数字代币的特征 ··································································· 74 4.4.3　数字代币的类型 ··································································· 75 4.4.4　数字代币的主要优势 ······························································· 76 4.4.5　数字代币交易 ······································································ 77 4.5　数字藏品 ················································································ 78 4.5.1　概念比较 ·········································································· 78 4.5.2　数字藏品的价值 ··································································· 79 4.5.3　数字藏品发行模式 ································································· 80 4.5.4　数字藏品在旅游业中的应用 ························································ 81 第 5 章　数字化治理 ············································································83 5.1　数字化治理概述 ········································································ 83 5.1.1　数字化治理的概念 ································································· 83 5.1.2　数字化治理的基本原则 ···························································· 84 5.2　大数据在数字化治理中的应用 ······················································· 84 5.2.1　大数据在数字化治理中的作用 ······················································ 84 5.2.2　大数据对政府决策的影响 ·························································· 85 5.2.3　纽约市政府利用大数据进行决策治理的做法 ······································· 86 5.3　交通数字化治理 ······································································· 88 5.3.1　交通管理面临的挑战 ······························································· 88 5.3.2　我国交通运输大数据平台 ·························································· 89 5.3.3　阿里“城市大脑” ·································································· 90 5.3.4　新加坡交通管理数字化治理 ························································ 91 5.3.5　交通数字化治理优化的思考 ························································ 92 5.4　市场监管数字化治理 ·································································· 92 5.4.1　市场监管面临的新任务 ····························································· 92 5.4.2　数字化治理正成为推动市场监管的重要支撑 ········································ 93 5.4.3　数字化治理助力市场监管的具体措施 ··············································· 94 5.4.4　江苏市场监管数字化治理的实践 ···················································· 95 5.4.5　重庆自贸区利用数字化治理推进市场监管的实践 ···································· 96 5.5　民生服务数字化治理 ·································································· 97 5.5.1　数字化治理是改善民生服务的利器 ················································· 97 5.5.2　贵阳民生服务数字化治理的实践 ··················································· 98 5.5.3　宁夏民生服务数字化治理实践 ····················································· 99 第 6 章　平台经济 ············································································ 101 6.1　平台经济概述 ········································································· 101 6.1.1　平台的演进 ······································································· 101 6.1.2　平台的分类 ·······································································102 6.1.3　平台分级 ·········································································103 6.1.4　相关概念 ·········································································104 6.1.5　平台经济的主要特征 ······························································105 6.1.6　平台的建设步骤 ··································································106 6.1.7　平台经济用工模式 ································································107 6.2　平台经济治理 ·········································································107 6.2.1　平台经济的治理体系 ······························································107 6.2.2　平台经济治理的基本原则 ·························································108 6.2.3　平台经济治理措施 ································································109 6.3　平台经济反垄断规定 ································································· 110 6.3.1　基本原则 ········································································· 111 6.3.2　垄断协议的认定 ·································································· 111 6.3.3　滥用市场支配地位判定 ··························································· 112 6.3.4　不公平价格行为认定 ····························································· 113 6.3.5　低于成本销售认定 ································································ 114 6.3.6　拒绝交易认定 ···································································· 114 6.3.7　限定交易认定 ···································································· 115 6.3.8　搭售或者附加不合理交易条件认定 ··············································· 115 6.3.9　差别待遇认定 ···································································· 116 6.4　我国平台经济发展 ···································································· 116 6.4.1　我国平台经济发展现状 ··························································· 117 6.4.2　我国平台经济所发挥的作用 ······················································· 118 6.4.3　我国电商平台经济新机遇 ························································· 119 6.4.4　我国平台经济发展存在的问题 ····················································· 119 6.4.5　我国平台经济发展的一些建议 ·····················································120 6.5　平台经济案例：美团 ··································································123 6.5.1　案例背景 ·········································································123 6.5.2　运营特色 ·········································································124 6.5.3　管控措施 ·········································································126 6.5.4　美团的两大战略 ··································································127 6.5.5　美团的竞争优势 ··································································128 6.5.6　案例评析 ·········································································129 第 7 章　智能制造 ············································································ 130 7.1　我国制造业发展状况 ·································································130 7.1.1　我国制造业发展状况······························································130 7.1.2　我国制造业面临的挑战 ··························································· 131 7.2　工业 4.0 发展解析 ····································································133 7.2.1　制造业演进方向 ··································································133 7.2.2　工业 1.0 ··········································································134 7.2.3　工业 2.0 ··········································································134 7.2.4　工业 3.0 ··········································································135 7.2.5　工业 4.0 ··········································································135 7.3　数字工厂 ···············································································137 7.3.1　数字工厂的基本概念 ······························································137 7.3.2　数字工厂的核心技术 ······························································138 7.3.3　数字工厂实现路线 ································································138 7.3.4　数字工厂案例：西门子安贝格工厂 ··················································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　智能制造总体架构 ································································142 7.4.3　智能制造发展维度································································ 143 7.4.4　智能制造发展逻辑 ·······························································144 7.4.5　智能制造技术类型 ································································ 145 7.4.6　推进措施 ·········································································146 7.5　智能制造发展重点 ····································································146 7.5.1　智能化产品 ·······································································146 7.5.2　智能化装备 ······································································· 147 7.5.3　智能化生产 ·······································································148 7.5.4　智能化管理 ·······································································149 7.5.5　智能化服务 ·······································································150 7.5.6　智能制造案例徐工机械智 ·························································152 7.6　智能制造案例：三一集团 ·····························································153 7.6.1　案例背景 ·········································································153 7.6.2　数字化转型部署 ··································································154 7.6.3　灯塔工厂建设 ·····································································156 7.6.4　数据中台建设 ·····································································159 7.6.5　树根互联与根云平台 ·····························································160 7.6.6 5G 技术应用 ····································································· 162 7.6.7　数字化营销实践 ··································································164 第 8 章　服务业数字经济 ···································································· 167 8.1　服务与服务业概述 ···································································· 167 8.1.1　对服务的理解 ···································································· 167 8.1.2　服务业的概念与特征 ······························································168 8.1.3　我国服务业的总体发展 ···························································169 8.2　服务业数字化 ········································································· 170 8.2.1　服务业数字化的内涵与作用 ······················································· 170 8.2.2　服务业数字化的新形态 ··························································· 171 8.3　生产性服务业数字化 ································································· 174 8.3.1　生产性服务业的地位和作用 ······················································· 174 8.3.2　生产性服务业发展新趋势························································· 175 8.3.3　生产性服务业数字化转型重点 ···················································· 176 8.4　生活性服务业数字化 ································································· 179 8.4.1　生活性服务业的新趋势 ···························································180 8.4.2　我国生活性服务业发展存在的问题与总体发展思路································ 181 8.4.3　我国生活性服务业发展重点 ······················································ 181 8.4.4　数字化对生活性服务业的赋能作用 ················································183 8.4.5　生活性服务业数字化的实现路径 ··················································183 8.4.6　生活性服务业数字化的推进措施 ··················································184 8.5　生产性服务业数字化转型案例：上飞院 ·············································185 8.5.1　案例背景 ·········································································186 8.5.2　新型能力的识别与确认 ···························································186 8.5.3　新型能力建设 ····································································188 8.5.4　数字化协同建模与仿真 ···························································189 8.5.5　运行成效和发展经验 ·····························································190 8.5.6　案例评析 ········································································· 191 8.6　生活性服务业数字化转型案例：吉大一院互联网医院 ····························· 191 8.6.1　案例背景 ········································································· 191 8.6.2　建设与运营 ······································································· 191 8.6.3　取得成效 ·········································································192 8.6.4　案例评析 ·········································································193 第 9 章　文化数字经济 ······································································· 194 9.1　对文化数字化的新认识 ·······························································194 9.1.1　对文化的理解 ·····································································194 9.1.2　文化数字化的定义 ································································195 9.2　文化数字化的发展内涵 ·······························································195 9.2.1　文化创作数字化 ··································································196 9.2.2　文化生产数字化 ··································································196 9.2.3　文化传播数字化 ··································································197 9.2.4　文化展示数字化 ··································································198 9.2.5　文化体验数字化 ··································································199 9.2.6　文化消费数字化 ··································································199 9.3　文化数字化的推进之道 ····························································· 200 9.3.1　文化数字化需要遵循“六有”思路 ················································ 200 9.3.2　党政部门的“五台”角色 ···························································201 9.3.3　推进文化数字化高质量发展的相关建议 ···········································202 9.4　数字文化产业发展 ····································································203 9.4.1　数字文化的概念和特点 ····························································203 9.4.2　数字文化发展原则 ································································203 9.4.3　数字文化主要业态 ······························································· 204 9.4.4　数字文化产业生态培育 ····························································207 9.5　数字文化平台发展案例：Netflix ·····················································209 9.5.1　案例背景 ·········································································209 9.5.2　发展转型 ········································································· 211 9.5.3　个性化推荐系统 ·································································· 214 9.5.5　案例评析 ········································································· 216 第 10 章　典型行业数字化转型 ····························································· 217 10.1　金融业数字化转型 ·································································· 217 10.1.1　金融数字化的数据来源 ························································· 217 10.1.2　金融业数字化的主要应用 ······················································ 218 10.1.3　金融业数字化转型案例：蚂蚁集团 ··············································220 10.2　教育数字化转型 ·····································································221 10.2.1　数字化在教育领域的应用 ······················································221 10.2.2　教育数字化相关技术 ···························································222 10.2.3　我国教育数字化面临的挑战 ····················································223 10.2.4　促进教育数字化转型的建议 ····················································224 10.2.5　教育数字化案例：青岛教育 e 平台 ···············································225 10.3　旅游行业数字化转型 ································································227 10.3.1　旅游业数字化的发展需求 ······················································227 10.3.2　旅游业数据的来源与应用场景 ··················································228 10.3.3　旅游数字化的主要应用 ·························································229 10.3.4　旅游业数字化转型案例：杭州文旅大数据应用···································230 10.4　物流行业数字化转型 ································································232 10.4.1　物流对数字化的需求 ···························································232 10.4.2　物流业数字化转型思路 ························································234 10.4.3　物流业数字化转型目标 ·························································234 10.4.4　物流业数字化转型的主要内容 ··················································235 10.4.5　物流业数字化转型案例：罗宾逊 ················································236 第 11 章　数字经济综合案例 ································································ 239 11.1　九牧数字化转型 ·····································································239 11.1.1　案例背景 ·······································································239 11.1.2　数字化发展过程 ·······························································241 11.1.3　数字化营销探索 ································································242 11.1.4　移动数字化应用 ······························································· 244 11.1.5　服务数字化探索 ································································245 11.1.6 5G 智慧园区建设 ·······························································248 11.1.7　世界数字九牧布局 ······························································250 11.1.8　案例评析 ·······································································251 11.2　华为数字化转型 ·····································································252 11.2.1　案例背景 ·······································································252 11.2.2　数字化转型方法论 ·····························································259 11.2.3　数据管理 ······································································262 11.2.4　数字化办公 ····································································266 11.2.5　企业 e+ 数字化平台 ····························································269 11.2.6　人工智能应用 ··································································269 11.2.7　企业数字化深耕 ·······························································270 11.2.8　发展经验 ······································································271 11.2.9　存在的困难 ····································································272 11.2.10　案例评析 ·····································································273 11.3　沃尔玛数字化转型与区块链应用 ··················································274 11.3.1　案例背景 ·······································································274 11.3.2　数字化转型三大方向 ···························································275 11.3.3　数字化创新项目 ································································278 11.3.4　食品安全区块链应用 ···························································280 11.3.5　案例评析 ······································································289 参考文献 ······················································································ 291