Research On Matching Strategy Of Supply And Demand Of Rural Public Cultural Service

Since the 18 th National Congress of the Communist Party of China,the Party and the state have attached great importance to the construction of public culture.The construction of a public culture service system covering urban and rural areas has achieved remarkable results.The people have enjoyed more convenient public culture services,and their sense of cultural satisfaction and happiness has continued to increase.However,the public culture service in rural areas is still a weak link in the overall process of building a well-off society,and there are still problems such as imbalance between supply and demand and mismatch between supply and residents’ needs to varying degrees,which have led to the inability to fully meet the new spiritual and cultural needs of the people.The report of the 20 th National Congress of the Communist Party of China pointed out the need to improve the modern public culture service system.Based on this,the author attempts to explore the shortcomings in the development of public culture services in rural areas and how to effectively achieve the matching of supply and demand through the construction of a rural public culture service supply and demand matching model.This article first fully explores the relevant literature on rural public culture services,clarifies the concept of rural public culture services,and defines the connotation of matching supply and demand in rural public culture services under the guidance of new public management theory,collaborative governance theory,supply management and demand management theory.Secondly,through literature reading and expert interviews,the indicator system for matching supply and demand of rural public culture services is determined,and on this basis,the cosine theorem is used to construct a model for matching supply and demand of rural public culture services.Finally,taking Shandong Province as an example,a survey questionnaire is designed and distributed to collect data and complete empirical analysis and measurement of the degree of supply and demand matching.It is found that there are obvious differences in the matching of supply and demand of rural public cultural services perceived by people of different gender,age level,education level and occupation.According to the analysis results,it is believed that there are still some problems in the construction of rural public cultural services in Shandong Province,such as low matching degree of total supply and demand,weak differentiated supply,low matching degree of supply and demand content,and the overall supply and demand of public digital cultural services need to be strengthened,and then the reasons behind the problems are discussed.Finally,based on the analysis of the problems and the discussion of the reasons,the optimization strategy of rural public cultural service supply and demand matching is put forward to provide theoretical support and practical suggestions for realizing the matching of rural public cultural service supply and demand.