供给侧背景下我国文化产品供给的发展方向研究

Research on the Development Direction of China’s Cultural Product Supply Under the Background of Supply Side

当前我国文化市场上存在着文化产品与服务的无效产能过剩而有效供给不足的突出问题,这与人们不断升级的文化消费需求不相适应。如何从供给侧角度进一步提高文化产品的质量和效率,从而推动文化产业转型升级,文章通过研究认为,在供给侧背景下,我国文化产品供给的提升需要从制度、资本、产业、技术等多维度进行供给侧调整:协调文化产品供给主体(政府与企业)之间的关系,推动政府职能由文化管理向文化治理转变;通过公私合作模式,吸纳社会资本参与文化要素市场的建设;生产适应市场需求的高品质文化产品与服务,实施品牌发展战略。促进文化产品供给产业与其他产业的融合,丰富文化产业新业态;以互联网为平台,创新文化产品形态与供给模式。

At present,the problems of ineffective overcapacity and insufficient effective supply of cultural products and services are obvious.This is incompatible with people’s escalating demand for cultural consumption.Concerning how to further improve the quality and efficiency of cultural products from the perspective of supply side so as to promote the transformation and upgrading of cultural industries,this paper holds that in the context of supply-side,the improvement of cultural product supply in China needs to be adjusted from multi-dimension such as system,capital,industry and technology.It is included to coordinate the relationship between the main suppliers of cultural products(government and enterprises)and to promote the transformation of government functions from cultural management to cultural governance.Through the mode of public-private cooperation,social capital should be absorbed to participate in the construction of the market of cultural elements;high-quality cultural products and services should be produced to meet the market demand,and brand development strategy should be implemented.It is also included to promote the integration of cultural product supply industry and other industries,enrich the new format of cultural industry,and innovate the form and mode of cultural product supply on the platform of Internet.