An Empirical Study Of Urban Residents In Chongqing Cultural Consumption

China’s reform and opening has led to the great development of China’s economy,which not only improve the income level of residents, but also promote the growth ofconsumer demand. After satisfied with the basic needs of living, residents have a higherlevel of spiritual consumption demand. Therefore, cultural consumption gradually gotpeople’s attention and has become an important part of the people’s life.Although the financial crisis absolutely creamed the economy, it offered an opportunitymaking our economic development transforming as well as highlights the specialadvantage of cultural industry. Hence, both the government and consumer have paid alot of attention on the progress of the cultural industry and the increasing of the culturalconsumption.This paper focuses on this social hot issues of cultural consumption, and takes thecultural consumption of Chongqing’s residents as the research object. Starting from theconcept of cultural consumption and industry, paper collects data and analyses the statusof culture consumption in Chongqing during1997-2012, which found that culturalconsumption of urban residents in Chongqing increased slowly andcultural products and services is limited. So, Chongqing urban residents of culturalconsumption potential has not been fully released, the future there is still tremendousroom for growth.This paper analyzes the factors of cultural consumption from four aspects,including demand, supply, price and policy. Given the characteristics of culturalconsumption in Chongqing, author selected the cultural and educational entertainmentexpenditure as explanatory variables and income level, education and entertainment,education and entertainment investment in fixed assets price index as the dependentvariable, and then build multivariate linear model of culture consumption based onquantifiable index above. Using cointegration analysis and error correction model,conclusion shows that the there is a long-term equilibrium and short-term fluctuationsbetween cultural consumption and its factors. Moreover, paper carried out the the elasticanalysis for each factors further by introducing the concept of elasticity coefficient andthe ELES model, which found that elasticity of culture investment is relatively low andsensitivity of cultural consumption on the income level raise gradually as culture isinelastic to price changes. It follows that the lag between cultural consumption andinvestment makes cultural investment can not give the full play to boost consumption and the increase in consumption depends on further improve the levels of people’sincome.Finally, based on theoretical research and empirical analysis model of factors, andcombined with the present situation of the development of cultural consumption ofurban residents in Chongqing, put forward reasonable policy recommendations topromote the healthy and prosperous development of cultural consumption: adhere to thefeasibility of the reform of income distribution, increase the income of residents; topromote the reform of the cultural system, standardize the cultural market; stabilizethe prices of the culture goods rationally; update the inhabitant culture consumptionconsciousness.