A Research On The Expansion Of Cultural Consumption Based On The Two-sided Drive Of Supply And Demand

As Chinese society enters a new era,cultural consumption plays an increasingly important role in China's economic and social development by virtue of its special advantages in driving economic growth,promoting industrial transformation and upgrading,and meeting people's needs for a better life.In recent years,the state attaches great importance to expanding cultural consumption.The government has formulated a positive general tone of "expanding" cultural consumption,and gradually promoted the incentive policy of cultural consumption.In 2016,the ministry of culture selected 45 pilot cities across the country,including chongqing,as the start of expanding cultural consumption.In 2018,the state council proposed to "summarize the experience and effective models of promoting and guiding urban and rural residents to expand cultural consumption".The evolution of the policy indicates that the expansion of cultural consumption in China has been groped from the pilot to the model summary stage.It is of great significance to further release the potential of cultural consumption,optimize the cultural supply and demand environment and promote social development to expand the summary and improvement of cultural consumption pattern.In November 2016,Chongqing was established as the first batch of pilot cities to expand cultural consumption,and a series of cultural consumption incentive works were carried out with the cultural consumption season as the main content.After nearly four years of dynamic development,how can Chongqing expand cultural consumption from both supply and demand? What are the characteristics of cultural consumption season? What are the disadvantages? In order to build a long-term mechanism of expanding cultural consumption,how should Chongqing improve and optimize its expansion of cultural consumption? These are the questions to be discussed in thisstudy.Therefore,this study combined with cultural capital theory,the theory of consumer sovereignty theory and Internet marketing theory,starting from the supply and demand both sides,relying on the information content analysis,found that chongqing cultural consumption season after four terms of development and evolution,formed in "the enterprise participation,event,innovation" as the main characteristic of consumption season practice logic.However,on the demand side,there is a lack of long-term consumption power,and on the supply side,there is a shortage of rigid propaganda platform.Therefore,in order to optimize the expansion of cultural consumption in Chongqing,further stimulate the orderly growth of cultural consumption in Chongqing.Based on a questionnaire survey of chongqing residents' culture consumption and in-depth interviews,this research starting from the perspective of cultural consumption of the residents,the supply and demand of chongqing culture characteristics of mining under the consumer feedback,found in chongqing cultural demand side show "is the main of middle-aged and young,the Internet as the main channel,time,prices,and cultural capital into inhibition factor" characteristics,in the cultural supply side is "emerging cultural supply less,low efficiency of public cultural,narrow channels and brand scarce" problem.Finally,in view of the remaining shortcomings of the consumption season and the characteristics of Chongqing's cultural supply and demand,based on the successful experience of Wuhan,Shandong,Nanjing and Beijing,this study proposes to optimize public cultural services,practice art education and guide consumption upgrading on the side of cultural demand.Upgrade the consumption voucher scheme to enhance consumption stickiness;We will develop the night-time economy and create new forms of night-time cultural consumption.On the cultural supply side,enrich the supply of emerging culture and broaden the channels of cultural consumption;Based on local characteristics,to create a cultural brand;Build information integration platform and increase social interaction;We will standardize market management,improve financing services,and build a platform for school-enterprise cooperation.It is expected that this study can provide intellectual support for chongqing government to expand cultural consumption,further promote the development of Chongqing's cultural industry,and enhance the well-being of Chongqing residents' cultural consumption.