新发展格局下老年人口文化消费动力机制研究

Research on Dynamical Mechanism of Cultural Consumption of the Elderly Population Under the New Development Pattern

随着老龄化不断加剧,老年人口已经成为不可忽视的消费群体,探究推动老年人口文化消费的动力机制,积极挖掘银发消费市场,具有重大的理论与实践意义。本文基于新发展格局背景,以需求侧改革、科特勒消费行为理论和文化消费理论等为基础,从文化消费能力提升、文化消费意愿提振以及文化消费环境营造三个方面入手构建老年人口文化消费机制,进而有针对性地提出促进老年人口文化消费的有效路径。研究结果表明,可支配收入增长机制以及学习机制提高了老年人文化消费能力,闲暇增多机制以及心理变化机制增强了老年人文化消费意愿,技术创新机制转变了老年人文化消费方式。因此,为了进一步促进老年人口文化消费,建议完善社会保障体系,改善文化供给水平,同时推动“文化+科技”的深度融合等。

With the increasing aging,the elderly population has become a consumer group that cannot be ignored.It is of great theoretical and practical significance to explore the driving mechanism of cultural consumption of the elderly population and actively explore the silver consumption market.In the background of the new development pattern,we try to build cultural consumption mechanism of the elderly people from three aspects based on the reform of demand side,Kotler consumer behavior theory and the theory of cultural consumption as the foundation.They are increasing our capacity for cultural consumption,boosting willingness to consume cultural goods and creating an environment for cultural consumption.And we hope to put forward some effective paths of promoting the elderly's cultural consumption.The results show that the increase mechanism of disposable income and the learning mechanism improve the cultural consumption ability of the elderly,while the increase mechanism of leisure and the psychological change mechanism enhance the cultural consumption willingness of the elderly.Technological innovation mechanism has changed the way of cultural consumption of the elderly.Therefore,to further promote the cultural consumption of the elderly population,we suggest to improve the social security system and the level of cultural supply,and to promote the deep integration of“culture+science and technology”.