摘要
当前,数字经济已快速发展成为推动全球实体经济健康增长的重要战略驱动力,各
国都在积极探索深入推进数字经济发展战略的实施布局。在数字化大背景下，文化产业
的发展离不开对新兴互联网信息化技术的有效运用，如何快速抓住、抓紧数字经济时代
的风口机遇，进行数字化战略转型，是现代文化传媒企业在当前市场竞争中立足和发展
的重要命题。
云南作为我国面向南亚、东南亚地区的辐射中心,在当前数字经济加速建设的大背
景下,有着得天独厚的区位优势。云南中小型文化媒体企业需要顺势而为进行数字化战
略转型,本文聚焦数字化转型过程中的业务形态转变，通过对企业运用VR/AR等新兴互
联网信息化技术手段持续提升企业生产力,主动融入到我国的数字经济建设中的分析研
究，探索企业数字化发展的业务及经营发展路径。
论文以云南本土公司——云南TM文化传媒有限公司为研究对象,以该公司的核心业
务板块中VR虚拟现实技术的场景化应用为切入点,结合我国当前数字经济发展战略布局
的背景,立足国内市场,特别是云南地区中小型的文化传媒企业的发展现状,运用工商管
理学科的相关理论和方法,从市场、商业模式、产业趋势等多个方面分析企业的业务形
态数字化转型意义,提出了具有建设性和实践应用价值的发展方向及路经。论文通过对
数字经济构成中的数字产业化、产业数字化在文化传媒领域的实景运用解读，对文化传
媒行业的产品形态、生产方式、管理模式、服务方式、商业模式、产业形态等价值链进
行数字化重塑剖析，着力解决以云南TM文化传媒公司为代表的中小型文化传媒企业在
面对数字经济的冲击下，如何通过业务数字化转型，在市场中找准差异化定位，寻求新
的竞争优势和发展空间，创造更大企业价值。
论文所探索的数字化路径及方式，也将对行业内其他类似企业的转型发展起到一定
的启发和示范作用，为云南数字文化发展及数字云南建设做出积极贡献。
关键词：数字经济；业务形态；VR/AR；企业转型；红色文化
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Abstract
At present,The rapid development of the digital economy has become an important
strategic driving force for the healthy growth of the global real economy. All countries are
actively exploring ways to accelerate the implementation of their national digital economy
development strategies.
In the new form, the development of cultural industry can not be separated from the
effective use of Internet information technology. To grasp the opportunity of the Tuyere in the
era of digital economy quickly and carry out the strategic transformation of digitalization, it is
an important proposition for modern cultural media enterprises to stand and develop in the
current market competition.
Yunnan, as a center of Communication and radiation to the Southeast Asia region of
South Asia in our country, under the background of the current digital economy, medium and
small-sized cultural media enterprises in Yunnan need to take advantage of the situation and
carry out the strategic transformation of Internet informatization, through VR/AR and other
means of mobile Internet information technology, actively integrated into China's digital
economy.
The thesis focuses on Yunnan local company —— Yunnan TM Culture Media Co. , Ltd. ,
and the application of VR virtual reality technology in the red film and Television Business
Board in the cultural field as a starting point, combined with the background of China's
current digital economy strategic layout, based on the domestic market, especially the current
development situation of small and medium-sized cultural media enterprises in Yunnan, using
the theory of business administration, from the market, business model, industrial trends and
other aspects of the strategic transformation of enterprises with constructive and practical
value of the direction and path. Through the interpretation of the application of digital
industrialization and industrial digitalization in the field of cultural media in the construction
of digital economy, this paper analyzes the value chain of cultural media industry, such as
product form, mode of production,management mode, service mode, business mode,
industrial form, etc. . In the face of the impact of the digital economy, medium and
small-sized cultural media enterprises, represented by Yunnan TM cultural media, are focused
on how to find the differential position in the market and seek new competitive advantages
and development space through the transformationof digital strategy, creating greater
enterprise value.
The Path and way of digitalization explored in this paper will also inspire and model the
transformation and development of other similar enterprises in the industry, and make positive
contribution to the development of digital culture and the construction of Digital Yunnan.
Key words: Digital Economy；Business form；VR/AR；Strategic Transformation of
the company；Red Culture of Party building
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