本报告充分考虑文化贸易企业相较于其他企业的特性，结合文化贸易企业数字化转型问题分析框架挖掘文化贸易企业数字化转型的动力，剖析其转型过程中存在的瓶颈，最后结合企业数字化转型实际提出针对性的优化策略。研究发现，文化贸易企业由于疫情催化、行业竞争形势改变、数据工具更新迭代、需求结构改变、组织管理提质增效、价值提升等原因迫切需要数字化转型，但其在转型过程中遭遇了外部环境复杂导致的风险大、融资难、技术开发难以及企业自身对数字的认识存在误区、组织结构混乱、人才缺乏、版权难以得到保护等瓶颈，可以通过市场内部化、借力供应链金融、组织扁平化、进行校企合作等方式推动文化贸易企业数字化转型。
This paper aims to fully consider the characteristics of cultural trade enterprises compared with other enterprises，explore the driving force of digital transformation of cultural trade enterprises in combination with the digital transformation analysis framework of cultural trade enterprises，analyze the bottlenecks in the transformation process，and finally propose targeted optimization strategies based on the actual digital transformation of enterprises.It is found that cultural trade enterprises urgently need digital transformation due to the catalyst of the epidemic，the change of industry competition pattern，the update and iteration of data tools，the change of demand structure，the improvement of organizational management and efficiency，and the enhancement of value，but in the process of transformation，they have encountered bottlenecks such as high risks，financing difficulties，technology development difficulties，and chaotic organizational structure，inconsistent digital thinking，lack of talents，and difficulty in copyright protection.School-enterprise cooperation and other ways to improve it.
