The Rural "Long Tail" Public Service And The Correction Mechanism Of Its Supply-demand Disequilibrium

In recent years,with the continuous improvement of people's living standards,the basic public services with the role of social security have been gradually satisfied.The people's demand for public services(products)has put forward new requirements in terms of type,quantity,quality and degree of free choice.Especially for rural areas,it has the characteristics of extensive region,scattered distribution of resources and population,greatly affected by topography,climate and natural environment,and relatively backward level of development,which leads to more fragmentation,small population and atomization of its residents' demand for public services.To a large extent,this poses a new challenge to the supply of these rural public services from the aspects of technical level,economic benefits and social welfare,resulting in relatively few large-scale centralized public service demands,more reflected in the scattered demand and difficult to achieve the effect of scale.It is precisely because of these inherent defects of rural public services,such as low utilization rate,high input cost,small scale effect,social benefits better than economic benefits and so on.Focusing on how to better meet the public demand of rural diversification and minority,we should first classify it according to the characteristics of rural public service,and then divide and cooperate with it according to the comparative advantages of different responding subjects,analyze the imbalance between supply and demand of rural public service,and explore how to establish a complete and effective mechanism to correct the imbalance between supply and demand of rural public service.First,how should rural public services be classified? Second,how to carry out the division of is the supply of rural public services? Third,is there a correction mechanism for the imbalance between supply and demand of rural public services in China?Based on the “long tail” theory,mechanism design theory and resource dependence theory,this paper makes an empirical study and basic judgment on the matching of supply and demand of rural public services in China,and explores the mechanism of the efficiency of supply and demand affecting the imbalance.This paper presents a correction mechanism of rural “long-tail” public demand based on the division of different response subjects,and puts forward corresponding policy suggestions.By putting the rural public demand in the “embedded” economic and social system and the development process,this paper analyzes its future trend and response path.The main content of this paper is,to take the core concept of rural “long tail” public service,supply-demand disequilibrium and corrective mechanism as the starting point of research,firstly analyze the status and characteristics of rural “long tail” public service and its unbalance.Then,based on the difference of governance efficiency,this paper analyzes the general causes of the unbalance of supply and demand of rural “long tail” public service(including the discretization of demand,the financial restriction of governments,the deviation of rational choice,the immature of the social organization,the lack of supply “market”,etc.).Especially for the representative field of rural public service(e.g.education,old-age care,medical care),this paper carries out empirical studies to analyze the factors,internal mechanism and basic path of the imbalance between supply and demand of rural “long tail” public service.Thirdly,through the construction of the imbalance index of rural “long tail” public service,this paper makes an empirical calculation of the severity of this imbalance.On the basis of this,this paper further puts forward the design of the correction mechanism for the imbalance between supply and demand of rural “long tail” public service,and carries on the reasonable and orderly division for different supply subjects.In the end,this paper puts forward the balanced “Internet plus social organization” model for rural “long tail” public service,and expounds the theory construction and practical operation mechanism of the network platform.The main innovation of this paper is that,first of all,this paper creatively applies the “long tail theory” to the rural public service,and classifies and distinguishes the needs with different characteristics and nature in the rural public service.On this basis,this paper makes mathematical proof and empirical analysis for different types of demand characteristics,so as to expand the application frontier of power law distribution of long tail theory to a certain extent,and also provide a new theoretical perspective for the heterogeneous classification of rural public services.This paper also analyzes the feasibility of scale economy and scope economy of the responding subjects of rural public service by using the aggregation of “long tail” demands.Based on the differential preference of “long tail” demands,the model of “long tail equilibrium” and “head equilibrium” is constructed.Secondly,on the basis of the balance of supply and demand of rural “long tail” public service,this paper selects education,medical treatment,old-aged care and other fields to analyzes the economic and social factors that affect the dynamic imbalance of rural “long tail” public service,and tests whether there is a time series and spatial self-correction mechanism of this imbalance.In addition,considering the interaction between “long tail” public demand and “head” public demand,this paper constructs the Seemingly Unrelated Model(SUR)to analyze the interaction and coupling between “head” and “long tail”,so as to improve the theoretical system of rural public service.Finally,by comparing the division between the government and social organizations in responding to the demand of rural public services,this paper responds and analyzes the matching degree of the “long tail” division mechanism based on heterogeneous preferences for rural public services.Based on the correction mechanism to meet the information efficiency and incentive compatibility,this paper constructs the “Internet plus social organization” model,and studies the comparative advantage and operation mechanism of the system in the supply of rural “long tail” public service.This paper puts forward a new theoretical perspective and solution for the role of different types of social organizations in the construction of countryside and the great goal of the “rural revitalization” in the new period,as well as the new trends in the multi-body collaborative governance in the future.