数字文化产业新业态及发展趋势  

New Patterns and Trends of Digital Cultural Industry

作　　者：张伟[1] 吴晶琦[2] ZHANG Wei;WU Jing-qi(Public Culture Research Base of Lu Xun Academy of Fine Arts,Shenyang,Niaoning,110004;Colleg of Humanities,Lu Xun Academy of Fine Arts,Shenyang,Niaoning,110004)

机构地区：[1]鲁迅美术学院公共文化研究基地,辽宁沈阳110004 [2]鲁迅美术学院人文学院,辽宁沈阳110004

出　　处：《深圳大学学报（人文社会科学版）》2022年第1期60-68,共9页Journal of Shenzhen University：Humanities & Social Sciences

基　　金：辽宁省社科联重点课题“文艺创作与数字时代精神”(2020lslktjdyb—014);沈阳市哲学社会科学规划基金重点课题“围绕数字化建设,做大做强文化产业重点业态研究”(SYWT202105)。

摘　　要：数字文化产业是人类进入数字时代以来不断创新发展形成的文化产业新业态。数字文化产业是指以文化创意为核心内容,以数字技术为依托,以网络化、数字化、智能化、融合化为发展方向所进行的文化创作、生产、传播和服务的新兴产业,体现出生产数字化、传播网络化、消费个性化等特点。随着数字网络技术的发展和国家政策的推动,数字文化产业出现诸多新业态,如数字媒体产业、数字电竞产业、动漫及衍生品产业、数字营销产业、网络文学产业、虚拟现实产业、数字教育产业等。数字文化产业新业态一方面促使了文化产业的数字化,即传统文化产业和数字技术融合的过程,凭借数字技术的应用带来了文化产品生产数量的增加和生产效能的提升;另一方面促使了数字产业文化化,即数字产业巨头所推进的文化产业过程,这些互联网巨头纷纷投资数字文化产业。未来,数字文化产业将呈现以下发展趋势:数字文化产业是文化产业的下一个风口;BAT互联网巨头纷纷投资数字文化产业;短视频市场竞争日趋激烈;"眼球经济"让位于"耳朵经济";用户下沉成为数字文化产业发展新动向;数字营销产业正成为热点行业;数字文旅产业将得到快速发展;数字文化产业消费需求旺盛等。Digital cultural industry is a new pattern of cultural industry as the result of continuous innovation and development since human beings entered the digital era.Digital cultural industry refers to the emerging industry of cultural creation,production,communication and service focused on cultural creativity and supported by digital technology.It grows more networked,digitalized,smart and integrated,characterized with digitized production,networked dissemination,and personalized consumption.With the development of digital network technology and the promotion of national policies,many new patterns have emerged in digital cultural industry,such as digital media industry,digital e-sports industry,animation and related derivatives industry,digital marketing industry,network literature industry,virtual reality industry,digital education industry and all that.On the one hand,new patterns of digital cultural industry promote the digitization of cultural industry,namely,the integration of traditional cultural industry and digital technology as the application of digital technology has resulted in an increase in cultural products and an improvement of production efficiency.On the other hand,they incorporate more cultural elements in digital industry,namely,many tech-giants in digital industry engage in cultural industry.These Internet giants invest in digital cultural industry.In the future,the digital cultural industry will show the following trends:digital cultural industry will be a growing trend for cultural industry;BAT Internet giants will invest in digital cultural industry;competition in the short video market will become increasingly fierce;“eyeball economy”will give way to“ear economy”;user sinking will be a new trend in the development of digital cultural industry;digital marketing industry will be a popular industry;digital cultural tourism industry will develop at a fast rate;there will be strong consumer demand for digital cultural industry.

关 键 词：数字文化产业 数字技术 新业态 耳朵经济 用户下沉 数字营销产业 数字文旅产业 

分 类 号：G124[文化科学]