本书主要介绍了数字产业发展的理论框架、逻辑体系和实践价值，是从产业视角研究数字经济的入门教材。本书包含了三部分，一是基础篇，主要介绍了数字产业的基本概念，解读了数字产业内涵与发展趋势；二是理论篇，分别从产业组织理论、网络效应、平台经济、公司治理和运营管理等方面介绍数字产业理论的知识体系；三是实践篇，从数字贸易、数字金融、元宇宙产业和人工智能等领域解读数字产业的现实实践，系统地对产业实践进行提炼和总结。本书希望系统介绍数字产业的知识体系和基本理论，并深入探讨数字技术对产业经济发展的影响，通过丰富的案例和数据分析，帮助学生深入理解数字产业的核心理论和实践应用，提高他们的思辨能力和创新能力。

牛志勇，上海财经大学副教授，上海交通大学管理学博士，美国麻省理工学院斯隆管理学院访问学者，上海"晨光学者”，主要研究方向为：数字经济，大数据理论及应用，营销模型。主持参与国家自然科学基金项目、上海市政府重点决策项目20多项，发表相关学术论文30余篇。

目 录
第一章 数字产业导论··································································································.1
第一节 数字经济的内涵与特征················································································.2
1.1 概念与内涵·····························································································.2
1.2 中国数字经济的发展·················································································.6
第二节 数字产业的概念与特征················································································.9
2.1 数字产业的概念与特征··············································································.9
2.2 数字产业的内涵与发展路径·······································································.12
第三节 全球与中国数字产业发展态势······································································.14
3.1 全球数字产业发展态势·············································································.14
3.2 中国数字产业发展态势·············································································.17
小结··················································································································.21
复习思考题·········································································································.21
本章主要参考文献·································································································.24
第二章 数字产业化····································································································.25
第一节 数字产业化的概念·····················································································.26
1.1 数字产业特征·························································································.27
1.2 数字产业化的概念···················································································.31
第二节 数字产业化的发展现状和趋势······································································.32
2.1 数字产业化的发展现状·············································································.32
2.2 数字产业化的发展趋势·············································································.33
2.3 数字产业化面临的挑战和应对措施······························································.35
第三节 数字产业化的主要模式与路径······································································.39
3.1 数字产业化的主要模式·············································································.39
3.2 数字产业化的基本路径·············································································.41
小结··················································································································.42
复习思考题·········································································································.42
本章主要参考文献································································································.45
第三章 产业数字化····································································································.46
第一节 产业数字化和数字产业化的差异··································································.47
第二节 产业数字化的特征····················································································.47
2.1 数据成为新的生产要素·············································································.48
2.2 新技术成为主要驱动力·············································································.48
2.3 数字化渗透速率因行业而异·······································································.49
2.4 生产者与消费者的界限融合化····································································.50
第三节 产业数字化的发展趋势··············································································.51
3.1 重塑创新体系·························································································.51
3.2 提质生产体系·························································································.52
3.3 催生新兴业态·························································································.52
3.4 驱动产业链区域化···················································································.53
第四节 产业数字化的发展模式··············································································.54
4.1 技术攻关型····························································································.55
4.2 产业布局型····························································································.56
4.3 场景应用型····························································································.57
4.4 产业数字化的内外部动力机制····································································.58
小结··················································································································.61
复习思考题·········································································································.61
本章主要参考文献································································································.63
第四章 数字时代的产业组织························································································.64
第一节 数字经济下的产业组织演变········································································.66
1.1 数字经济对产业组织影响的内涵·································································.66
1.2 产业组织演变趋势···················································································.68
第二节 数字经济下的产业组织特征········································································.70
2.1 产业组织呈现的新特征·············································································.70
2.2 产业组织的新行为···················································································.73
第三节 数字经济下的产业组织绩效分析··································································.74
3.1 产业组织正向绩效效应·············································································.74
3.2 潜在的负向绩效······················································································.76
3.3 总结····································································································.77
小结··················································································································.78
复习思考题·········································································································.78
本章主要参考文献·································································································.81
第五章 数字产业与网络效应·························································································.82
第一节 数字产业中的网络效应···············································································.83
1.1 网络效应的定义与特征·············································································.83
1.2 网络效应的理论分析················································································.84
1.3 直接网络效应的市场结构与绩效·································································.85
第二节 社交网络分析···························································································.88
2.1 社交网络的概念······················································································.88
2.2 社交网络的经济价值················································································.89
2.3 社交网络结构特征···················································································.90
第三节 社交网络中病毒式信息传播分析···································································.93
3.1 病毒式信息传播机制················································································.93
3.2 社交网络信息传播的种子策略····································································.96
小结················································································································.100
复习思考题·······································································································.100
本章主要参考文献·······························································································.103
第六章 数字产业与平台经济·······················································································.104
第一节 平台经济的概念与特征·············································································.105
1.1 平台经济的内涵····················································································.105
1.2 平台经济的性质····················································································.106
1.3 平台经济的运营模式··············································································.107
1.4 平台经济的竞争模式··············································································.107
第二节 平台经济的运营模式的理论与实践分析························································.109
2.1 平台经济的运营模式的理论分析·······························································.109
2.2 基于零售平台的实践分析········································································.112
第三节 平台的经济学分析···················································································.117
3.1 规模经济和范围经济··············································································.117
3.2 双边市场·····························································································.118
3.3 信息渠道与数据安全··············································································.118
3.4 反垄断与规制·······················································································.119
小结················································································································.120
复习思考题·······································································································.120
本章主要参考文献·······························································································.122
第七章 数字经济时代的公司治理··················································································123
第一节 公司治理的概念与演变··············································································124
1.1 公司治理的定义······················································································124
1.2 公司内部治理结构···················································································125
1.3 公司外部治理机制···················································································126
第二节 数字经济时代公司治理新范式·····································································127
2.1 数字经济时代公司治理范式转变·································································127
2.2 数字经济下公司治理逻辑··········································································129
2.3 数字经济下公司治理路径··········································································130
2.4 数字经济下公司治理市场机制····································································131
第三节 数字经济时代公司治理创新实践··································································131
3.1 公司治理结构·························································································131
3.2 公司治理机制·························································································133
3.3 公司治理的未来发展················································································135
小结··················································································································136
复习思考题·········································································································136
本章主要参考文献································································································138
第八章 数字产品的运营管理························································································139
第一节 数字产品运营管理概述··············································································140
1.1 数字产品的概念······················································································140
1.2 数字产品的运营管理················································································143
第二节 数字产品定价策略····················································································146
2.1 数字产品的定价依据················································································146
2.2 数字产品的定价策略················································································148
第三节 数字产品的内容管理·················································································151
3.1 内容管理的概念······················································································151
3.2 内容运营管理策略···················································································152
第四节 数字产品的用户管理·················································································157
4.1 用户管理的内涵······················································································157
4.2 用户管理的策略······················································································159
小结··················································································································160
复习思考题·········································································································160
本章主要参考文献································································································163
第九章 数字贸易·····································································································.164
第一节 数字贸易概述·························································································.165
1.1 数字贸易的产生与演进···········································································.165
1.2 数字贸易的内涵与类型···········································································.167
1.3 数字贸易的特征····················································································.169
1.4 数字贸易模式·······················································································.171
1.5 数字贸易的测度····················································································.172
第二节 数字贸易的相关理论················································································.173
2.1 古典主义理论·······················································································.173
2.2 新古典主义理论····················································································.175
2.3 新贸易理论··························································································.177
2.4 新新贸易理论·······················································································.178
2.4.2 数字贸易对新新贸易理论的挑战·····························································.179
第三节 全球数字贸易治理···················································································.180
3.1 主要经济体数字贸易战略········································································.180
3.2 主要经济体数字贸易规则········································································.182
3.3 全球数字贸易治理及发展趋势··································································.185
第四节 跨境电商·······························································································.186
4.1 跨境电商的内涵与外延···········································································.186
4.2 跨境电商的发展特点与趋势·····································································.189
小结················································································································.192
复习思考题·······································································································.192
本章主要参考文献·······························································································.196
第十章 数字金融·····································································································.197
第一节 数字金融的概念与特征·············································································.198
1.1 数字金融的内涵····················································································.198
1.2 数字金融的发展····················································································.199
第二节 数字金融行业分析···················································································.201
2.1 普惠金融·····························································································.201
2.2 移动支付·····························································································.203
2.3 数字信贷·····························································································.205
2.4 智能投顾·····························································································.209
第三节 数字金融行业的监管················································································.210
3.1 数字信贷监管·······················································································.211
3.2 虚拟货币的监管······················································································212
3.3 征信与隐私保护······················································································214
3.4 监管沙盒······························································································215
小结··················································································································217
复习思考题·········································································································217
本章主要参考文献································································································219
第十一章 元宇宙产业·································································································220
第一节 元宇宙产业的概念与内涵···········································································221
1.1 元宇宙产业的基本概念与特征····································································221
1.2 元宇宙产业的发展···················································································223
1.3 元宇宙产业链组成···················································································224
1.4 中外元宇宙企业的布局·············································································227
第二节 我国元宇宙产业发展的结构性分析·······························································227
2.1 我国元宇宙企业的发展现状·······································································227
2.2 我国元宇宙企业的市场绩效分析·································································228
2.3 我国元宇宙产业投融资行为·······································································230
2.4 元宇宙产业细分领域分析··········································································231
第三节 国内外元宇宙产业发展及政策分析·······························································233
3.1 国外元宇宙产业发展现状分析····································································233
3.2 元宇宙产业发展与政策现状分析·································································235
3.3 国内主要元宇宙企业产业布局分析······························································238
3.4 元宇宙赋能数字经济应用场景分析······························································240
第四节 元宇宙产业发展展望·················································································242
4.1 我国元宇宙产业的发展与治理····································································242
4.2 元宇宙产业政策······················································································243
小结··················································································································244
复习思考题·········································································································244
本章主要参考文献································································································246
第十二章 人工智能····································································································247
第一节 人工智能产业的发展·················································································248
1.1 人工智能产业链组成················································································248
1.2 我国人工智能产业的发展现状····································································249
1.3 我国人工智能产业的区域分布分析······························································251
第二节 我国人工智能产业发展的结构性分析····························································252
2.1 中国人工智能产业技术发展分析·······························································.252
2.2 中国人工智能产业市场行为·····································································.254
2.3 中国人工智能产业市场绩效—以企业为例················································.255
2.4 科创板人工智能企业分析········································································.259
第三节 政策与企业发展案例················································································.260
3.1 人工智能具体技术领域的发展特征····························································.260
3.2 人工智能应用领域发展特征·····································································.263
3.3 人工智能产业政策·················································································.267
第四节 我国人工智能产业的发展未来····································································.269
4.1 人工智能产业发展特点分析·····································································.269
4.2 人工智能产业发展问题总结·····································································.270
4.3 人工智能产业未来发展建议·····································································.271
小结················································································································.273
复习思考题·······································································································.274
本章主要参考文献·······························································································.276