CULTURE INDUSTRY Efficiency Evaluation And Optimization Solutions

As a sunrise industry, cultural industry shows prominent in the economic and social development. With great size and important value, great heritage relics shoulder the mission of heritage protection and cultural inheritance, while facing contradiction of heritage protection economic and social development. And a lot of practice shows that cultural industry development based on great heritage relics not only be beneficial to the heritage protection and cultural inheritance, and play a role in promoting local economic and social development.With the growing process of marketization of China’s economic development, people pay more attention to the efficiency problems of the social economic activities, especially the public institutions and its additional industry. That how the great heritage relics cultural industrial development process, how the industry structure, the operating efficiency of its components, is a more meaningful research topic.This paper based on the case study of Mausoleum of the first Qin Emperor, use data envelopment analysis (DEA) method to evaluate efficiency of its great heritage relics cultural industrial from three aspects of key layer(Mausoleum of the first Qin Emperor Museum), peripheral layer (culture business district) and related layer (culture business district and Qinyong village). The key layer based on the industry value chain is divided into product output phase (phase Ⅰ) and value output phase (phase Ⅱ). And build input and output index system of two phases, including14indexes, and compress the indexes by the method of principal component analysis (PCA).Peripheral and related layers include output indicators of operating income, operating profit and input indicators of fixed assets, business costs, number of employees.The evaluation results show that the average technical efficiency, pure technical efficiency and scale efficiency of key layer phase Ⅰ and phase Ⅱ, perispheral layer and related layer are (0.783,0.948,0.819),(0.776,0.860,0.895),(0.819,0.853,0.958) and (0.799,0.918,0.871). The overall efficiency of layers is in the average level, explain that it got a full use of resources and has achieved ideal output. And get the input redundancy and output deficiency of each layer by evaluation.Then, Using Tobit regression analysis tries to analyze the factors influencing the efficiency of each layer. The results show that main influence factors of key layer phase I efficiency includes7factors such as business spending proportion, key layer phase II includes4factors such as store income proportion, perispheral layer main factors includes8factors such as market competition and related layer includes6factors such as business area.Finally puts forward some countermeasures to optimize great heritage relics industry development from the aspects of input and output and economic benefits, social benefits, product structure, management services, industrial association, spatial contact, industrial policy, etc. Then analyze the present situation of the great heritage relics cultural industrial development in Xi’an, and give advice.This paper is of great importance, in reasonable industrialization progress of great heritage relics protection and utilization, efficient and sustainable development of great heritage relics industry, and economic and social coordinated development in the area of great heritage relics.