The Research On Cultural Industries Policy-optimizing In Shanghai FTZ

As the calendar pages to 21 st century,the prime goal of the government management and providing public service has been transferred : from expanding the domestic demand to feeding the need of public. There is an intimate relation among the theories of new public management, new public service, stakeholders, service-oriented government and the government image, with the concept of government marketing. Therefore to improve the public satisfaction, level up the performance of the public management under the guidance of the government marketing, is based on quite enriched theories. The management of cultural industries consists of public culture,cultural companies, cultural NPO, etc. The research eyes on the government in Shanghai FTZ,finds the routine to managing optimization over the local cultural companies. By optimizing the policy on the situation, providing theoretical support for government, so as to build a better institutional environment.The research is segmented into five parts. The first part is an introduction-a background of the theory &reality, the research goals& contents, and a review including overseas & domestic’s literature; the second part is a theoretical frame to examine the state of Shanghai FTZ cultural industries management. By reviewing the theories of new public management, new public service, stakeholders, service-oriented government and the government image, the source of government marketing is generalized. What’s more, the definition of government marketing, the “4P” marketing strategy, the cultural industries has been made. On the basis of them, the value of the theoretical frame has been illustrated, including the practical need. The third part is an application of the government marketing on the management of cultural industries in Shanghai FTZ, including the situation of cultural enterprises development, cultural industries policy, the FTZ business environment, the construction of complicated service platform, policy promotion & publicity. All of them are examined under the context of FTZ. The fourth part is a data analysis, which comes from the questionnaire survey in Shanghai FTZ. The analysis involves in the pace of the innovation of management, the promotion of cultural industries policy in the Shanghai FTZ, etc. We can find that the administrative efficiency and service quality are weak, the effect of policy publicity & promotion is not very significant, and the service level of cultural industry supporting remains to be improved. The fifth part is the suggestions to optimize the cultural industries policy in Shanghai FTZ. The Fifth part is a set of suggestion aiming at optimizing the cultural industries policy, which is based on 4Ps government marketing. To optimize the policy support, to attract the cultural companies’ entry in the Shanghai FTZ, to widen the pipes of serving the cultural companies, to promote the achievement in cultural policy innovation- all of them are integrated in developing the quality of cultural industries policy in Shanghai FTZ. The conclusion is demonstrated in the end: make the high-quality policy for the cultural companies, innovate the governmental management in the view of marketing, only in this way, a healthy development of cultural industries can realize in Shanghai FTZ and be model and further promoted in other regions.