On the morning of October 17th, Dean Au Yong Hui Nee of Faculty of Business and Finance of Universiti Tunku Abdul Rahman was invited to the Public Management Forum of the School of Public Finance and Public Administration, and gave an academic lecture entitled Study on the Impact of Digital Transformation on the Business Environment in Southeast Asia Nations for teachers and students in Conference Room 205 of the Finance and Taxation Building. Dean Zhang Zhongfang, Deputy Secretary Xie Lihua, Vice Dean Yang Daotian, teacher Liao Shaogang and other teachers, as well as some graduate students attended the lecture, which was presided over by Vice Dean Dai Lihua.

At the beginning of the lecture, our teachers and Dean Au Yong Hui Nee discussed the business environment of Southeast Asian countries under the background of digital transformation. President Dean Au Yong Hui Nee said that as one of the fastest growing Internet places in the world, ASEAN has seen the increase in mobile phone penetration, reflecting the potential of economic development. Under the rapid development of the digital economy and the popularization of electronic payment, ASEAN countries are facing important opportunities and challenges. Dean Au Yong Hui Nee pointed out that in order to promote trade development and achieve economic prosperity, ASEAN countries should step up trade construction and strive to build reliable infrastructure.

Dean Au Yong Hui Nee took four questions as the starting point, she said that the fourth industrial revolution is based on the third industrial revolution, which is driven by digital transformation, and as a result of digital transformation, the digital economy develops rapidly.In this regard, Dean Au Yong Hui Nee concluded that digitalization is a key driver to improve industrial productivity, transaction efficiency and innovation, and although the pandemic has driven digitalization, high internet penetration and e-commerce, the digital economy also faces obstacles as the negative impact increases. The focus of transformation in pursuit of innovation, digitalization and the application of technology should be on reducing costs and productivity through energy efficiency, good employment practices and strong corporate governance structures.

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After the lecture, Dean Au Yong Hui Nee gave a detailed explanation on the master's and doctoral program of UTAR University, and she sincerely welcomed our students to continue their studies at UTAR and patiently and meticulously answered relevant questions. Finally, Dean Zhang Zhongfang made a concluding speech on the content of the lecture, he was full of confidence in the prospects of cooperation between the two sides, and expressed his heartfelt thanks to Dean Au Yong Hui Nee for visiting our hospital.

Subsequently, under the witness of our teachers and students, the Joint Research Center of Digital Economy and Public Management built by the School of Public Finance and Public Administration of Jiangxi University of Finance and Economics and the Faculty of Business and Finance of Universiti Tunku Abdul Rahman were officially inaugurated, which will provide strong support for academic exchanges, talent training and policy research between the two sides, and provide broad space and opportunities for research cooperation between the two sides in the field of digital economy and public governance.

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