数字化转型如何推动文化企业高质量发展  

How Does Digital Transformation Promote the High-quality Development of Cultural Enterprises

作　　者：潘爱玲[1] 王雪 PAN Ai-ling;WANG Xue(College of Management,Shandong University,Jinan,Shandong,250100)

机构地区：[1]山东大学管理学院,山东济南250100

出　　处：《深圳大学学报（人文社会科学版）》2023年第4期44-54,共11页Journal of Shenzhen University：Humanities & Social Sciences

基　　金：国家社会科学基金重大项目“现代文化产业体系和市场体系的协同发展研究”(20ZDA064);齐鲁文化名家研究项目“推动文化产业高质量发展的路径与政策研究”(20200309);泰山学者工程专项经费资助。

摘　　要：提升文化企业的数字化能力,推动文化企业高质量发展,是实现2035年文化强国目标的重要抓手。基于文化产业的双重属性构建衡量文化企业高质量发展的综合指标,并以2007-2020年沪深A股上市文化传媒类公司为研究对象,实证检验数字化转型对文化企业发展质量的影响效果及作用路径,结果表明:从供应链的角度看,数字化转型能帮助文化企业提升其与上下游企业间的互联互通能力,突破供应链条的地域空间限制,提高文化生产与文化需求的匹配度。从创新链的角度看,数字化转型可以优化创意人才的管理方式,重构文化创新流程,提高文化企业的创新能力。从营销链的角度看,数字化转型可以拓宽文化企业营销的广度与深度,提高营销的效率与效果,打造文化产品消费体验的新范式。数字化转型能够对文化企业的供应链、创新链及营销链进行优化,从而显著推动文化企业的高质量发展。此外,CEO的信息技术背景能正向调节数字化转型与文化企业高质量发展的关系。异质性分析发现,当文化企业为民营性质、拥有较多冗余资源及所处地区文化产业集聚度较低时,数字化转型对其高质量发展的促进作用更明显。未来,文化企业应抓住数字化转型的时代机遇,坚定落实数字化转型战略,重视核心决策者在数字化转型过程中的作用,通过数字化转型破解不同地域文化企业发展失衡难题。Enhancing the digitalization capability of cultural enterprises and promoting the high-quality development of cultural enterprises is an important starting point to achieve the goal of becoming a cultural power in 2035.Based on the dual attributes of the cultural industry,this paper constructs a comprehensive index to measure the highquality development of cultural enterprises,and takes the cultural media companies listed in Shanghai and Shenzhen A-shares from 2007 to 2020 as the research object,empirically tests the effect and path of digital transformation on the development quality of cultural enterprises.The results show that,from the perspective of the supply chain,digital transformation can help cultural enterprises improve their interconnection capabilities with upstream and downstream enterprises,break through the geographical space constraints of the supply chain,and improve the matching degree of cultural production and cultural needs.In innovation chain's view,digital transformation can optimize the management of creative talents,reconstruct the cultural innovation process,and improve the innovation capabilities of cultural enterprises.In terms of marketing chain,digital transformation can broaden the breadth and depth of cultural enterprise marketing,improve marketing efficiency and effectiveness,and create a new paradigm for cultural product consumption experience.Digital transformation can optimize the supply chain,innovation chain and marketing chain of cultural enterprises,thus significantly promoting the high-quality development of cultural enterprises.In addition,the infor-mation technology background of CEO can positively adjust the relationship between digital transformation and high-quality development of cultural enterprises.Heterogeneity analysis shows that when cultural enterprises are private,have more redundant resources and are located in regions with low concentration of cultural industries,digital transformation plays a more significant role in promoting their high-quality development

关 键 词：数字化转型 文化企业 高质量发展 信息技术背景 文化产业集聚 

分 类 号：G124[文化科学]