Exploration On The Supply-side Structural Reform Of Zhejiang Cultural Industry

The meaning of cultural products: broad cultural products refers to all mankind created for social visible products,including material products,including mental products;specifically spiritual products of cultural products in narrow sense.The cultural products mentioned in this article are all broad cultural products.In our province at present cultural products on the market,the dislocation of supply and demand is the most direct factor in our province cultural products market "opens without moving",the current overcapacity and lack of effective supply of cultural products in our province this one of prominent contradictions seriously restricts the development of cultural industry in our province.The cultural consumption of "supply side structural reform" is from the cultural consumption of supply chain,combined with the demand,optimize the structure of the cultural industry to ease the contradiction between the dislocation of supply and demand,improve the total factor productivity,expand the effective supply,to better meet the needs of the masses.In this regard,this project will solve the "supply and demand mismatch" as the "starting point",with the market clearing as a "focal point" to increase the effective elements of the market supply as the "base" to optimize supply system reform to "support",on the basis of investigation,according to the newsituation to promote the supply side structural reform with the new requirements,analysis between Zhejiang cultural consumption and product supply situation,as well as the two stage feature mismatch in the overall system,clarifying the cultural consumption and real and the reason and the short board,in-depth study and grasp the Zhejiang cultural products industry development new features,new situations and new problems as well as supply requirements,target and a clear focus on the new period of Zhejiang cultural products supply side reform.The author in this thesis writing process,the main methods used in this research is to investigate the method and experience summary method,comparative research method,literature method,standing in the Zhejiang cultural products supply side structural reform preliminary exploration perspective,respectively analyze and research from the macro and micro levels of two.At the macro level,grasp the overall situation of Zhejiang cultural products supply and consumption,in the micro perspective,the main focus is on the individual behavior of the main supply of cultural products consumption and product market culture;not only from the two aspects of objective behavior of the market environment,the main supply of cultural products comprehensive research,analysis of influence of cultural products industry development,and from individual residents cultural needs,cultural products and cultural products consumption ability,understand the subjective evaluation of consumption intention,Zhejiang cultural products consumerspecific cultural product consumption and consumer experience after.Through this research,promote Zhejiang cultural products industry development and puts forward six points of supply side reform suggestions: 1.to promote the concept of cultural consumption upgrade;2.to deepen the reform of cultural supply side structure,expand the effective supply of products;3.pay attention to the cultural extension,rich cultural connotation of products;4.provide Multicultural Consumer platform,promote cultural consumer convenience;5.to build multidimensional space of cultural consumption,cultural consumption to stimulate the market potential;6.to improve the policy support system.