An Cultural Consumption Incentive Mode Based On The Harmonious Reform From Both Supply Side And Demand Side

With the rapid development of society,cultural consumption is playing anincreasingly important role in the national economy and people's life.However,in the current China's cultural consumption field there still have many weaknesses on both supply side and demand side.Such as on demand side,the low level of residents' culture consumption that lack of support to both economic development and social transformation.And on the supply side,the supply and demand was disjointed in public culture service field,always bring a result of the declining marginal efficiency of cultural public input against the low cultural supply efficient.These are become the criticism focuses on the progress of culture structural reform.These problems directly point to how to effectively activate the residents' culture consumption potential and improve the efficiency of the public culture supply,which led to the choice of the incentive mode in cultural consumption.The Fifth Plenum of the 18th Central Committee of the Communist Party of China in 2015 put forward a plan of guiding and expanding cultural consumption.Under this background,the Ministry of Culture and the Ministry of Finance have launched the project "stimulating culture consumption of urban and rural residents 2015".In this doctoral thesis,we will take the case of Wuchang district pilot project in“stimulating culture consumption of urban and rural residents 2015",through the analysis to propose an incentive mode in cultural consumption which under the development of mobile Internet technology and the deepening reform of culture structural.There are not only supply-side problems but also demand-side problems in the cultural consumption field.How to establish a scientific and effectively cultural consumption incentive mode?This doctoral thesis argues that the demand side should be the strategic entrance,while the incentives effective on both demand and supply of cultural consumption.,In the,design of ideas,the overall goal of this mode is based onestablish an incentive mechanism in the demand side to activate the residents' cultural demand potential,on the other hand,to establish evaluation and monitoring mechanisms with incentives in the supply side to promote the efficiency of cultural supply.The main problem to be solved is the inefficiency of supply which due to "cost dilemma",and the imbalance between supply and demand caused by "information asymmetry".This mode referenced the "Vouchers Plan" proposed by British economist Allan Peacock,which is based on the application of consumer sovereignty theory,consumer behavior theory,public choice theory and Internet marketing theory under digital information technology.The operating principle of the mode is to transfer the public input increment into the "cultural coupons",by the using of consumers to achieve the purpose of stimulating the demand side,and then,by the consumer's free choice to establish the evaluation of public finance,forcing and encouraging the public cultural institutions and cultural enterprises in the supply side to enhance their supply efficiency of cultural products and services.By this way,to form the "effective competition" on cultural market.It is not only activated the cultural consumption potential,but also protected the exertion of resource collocation function of market.At the same time,this mode design also consistent with the strategy of national cultural development:on the one hand,relying on the mobile Internet and big data technology to connect both demand side and supply side of cultural consumption,have embodied the integration of culture with science and technology;Objectively,this mode is able to move the participants of public welfare culture and cultural market consumption into each other's territory,which to a certain extent,break the business boundaries between the cultural undertakings and cultural industries,to promote coordinated development of public culture and cultural industry.