1、Potential Await for Tapping-insight to cultural consumption in China Just a few days ago， Peoples Forum Magazine and Peoples Daily made a China-based nationwide questionnaire survey on public cultural consumption inclination .The result of the survey indicated that the Publice cultural consumption l
2、evel is low and so is the enthusiasm of public for cultural consumption.Given the international Practiee,since Chinas income per capital has exceeded US$3000, the total cultural consumption should be more than RMB 4 trillion.However， at present the real consumption is less than RMB 800 billion， whic
3、h means that most of the cultural consumption potential was not brought out. Favorite cultural consumption-watching TV and surfing the internet As for the question “which kind of cultural consumption do you prefer?” 62.6% of the Public chose“ watchingTV”,which ranks NO.l among the choices.“ Surfing
4、the internet” with supportive ratio of 61.5%,ranks No.2.47.5% of the respondent voted for“reading books and magazines”,while”seeing movies,and“ travel”both respectively got nearly 40% supportive ratio.The result showed that compared with other means of cultural consumption， watching TV and surfing t
5、he internet have somewhat dominant position in the Publies daily life. Beijing Statisties Bureau issued Report on after-work Hours Utilization of Beijng Residents this March,which also suggested that watching TV and surfing the internet ccupied most of the after-work hours of both Beijing urhan and
6、rural residents.Something worth noting is that in the high-income youth respondents in big cities,80% chose surfing the internet as their major cultural consumption， which demonstrated youth white-collarshighly dependence on network。 Chen Lidan,Professor of Renmin University of China thought that th
7、e above Phenomenon had some bearing with the incomplete cultural industrial structure and singularity of the cultural products. A few willing to spend over RMB 80 On 1 movie! Asked about“the major faetors hampering one s cultural product consumption” 61.4% of the respondents suggested that the press
8、ure of life and expensiveness of cultural consumption were the biggest barriers.49.4%thought that heavy working and study loads resulted Iack of time while 55.3% of the respondents expressed that lack of cultural facilities and locales was the major barrier.Only 10.4%People responded that they had n
9、o interest in cultural consumption. For the question“how much is the Price lower than， you will aceept to see a movie you like in the cinema?”54.3% of the respondents chose“ RMB30,24.1% chose“ RMB50,and only 9.4% chose “RMB80”.The number suggested that a very few could accept seeing a movie in cinem
10、a with Price higher than RMB 80.The case is the same with the similar question. Concerning a loved book or a theatrieal performance， most people chose the lower Price. When asked about the expectation for the cultural industry development in the future,52.5% wished lower Price for cinema,theater and
11、 books. Cultural consumption Potential far from being fully developed “ Though the material products are quite rich now， the cultural consumption both in rural and urban areas in China still lags behind.”Professor Zheng Fengtian remarked over the status quo of cultural consumption in China. A survey
12、 conducted by cultural Industry Research Institute of Communications University of China indicated that at Present the cultural consumption structure and cultural products are both not rich ， mainly concentrated in the field such as watehingTV and VCD or DVD,reading newspapers,surfing the internet，
13、listening to the radio and playing cards etc.These activities have much limit in consumption range and environment and the consumption level is low. Besides， there is big difference between the urban and rural residents cultural consumption.The entertainment activities of the urban residents are com
14、paratively rich while the rural residents activities are mainly confined to watehing TV and reading newspapers or light fictions etc. LiuYuzhu， Director of Department of Culture Market of Ministry of Culture remarked,”compared with the countries at the same level of economic development， the public
15、cultural consumption potential is far away from being fully developed in cina.”He in Particular explained why the rural residents cultural consumption caPaeity is low， mentioning the following reasons: cultural products supply for most rural areas being in comparative single form， shortage of funds
16、for cultural development， facilities fatigue， operation problems hassling the relevant institutes as well as few public cultural resources， ete. Therefore watching TV roughly became the only entertainment for most of the farmers. What cultural consumption venues more demand enhancement? At the quest
17、ion“What cultural consumption venues more demand enhancement?,73.9% of the respondents suggested that the first priority should be placed on“ bookstores， libraries and community lecture halls” ,of which the supportive ratio is 20% higher than of“ the theaters， concert halls and entertainment venues，
18、 which ranked No.2 in terms of the enhancement priority. Suggested by the survey， the Public have more expectations for“ library near around， They like huge book stores and libraries with enormous book collections somewhere in the city， but they like the convenient library near and around their comm
19、unity more.The size of these libraries maybe not large， but it is convenient that the Public could go there at any time.The direction for the development of the bookstores and libraries in China should be extending into the daily life of the Public， and letting the public enjoy reading at more conve
20、niene. 在 中国 等待有识之士 挖掘 文化消费 的 潜力 就在数天前，人民论坛杂志和人民日报就 做了一个关于 公共文化消费取向 的全国性问卷调查。调查的结果表明， 公共 文化消费水平低， 人民的公共文化消费积极性也不高 .按照国际惯例 ， 当 中国的人均收入超过 3000 美元，文化消费总量应超过人民币四 万亿 。然而， 目前实际消费 总额还少于 8000亿人民币，这意味着 还有很多的文化消费潜力没有挖掘出来。 最喜欢的文化消费 - 看电视和上网 针对 这个问题： “上述 文化消费 方式 ，你喜欢哪一种？ ”62.6的市民选择了 “watchingTV”，位居 选项中的 NO.l； “冲
21、浪互联网 ”的支持率 61.5，位列 No.2； 47 0.5的受访者赞成 “读书杂志 ”，而 “看电影，和 ”旅游 “都分别得到了近 40的支持 率。这 结果表明，与 其他 文化消费 形式相比 ，看电视和其他手段冲浪互 联网已在 居民的 日常生活 中占据 主导地位。 北京 统计 局 今年三月 发出 了一份针对 北京城市的居民 下班后 生活消遣状况 的调查报告 。研究结果 也 表明， 看电视和上网的大部分 占据了北京城镇居民 和农村 居民下班后消遣的大部分时间。 .值得一提的是 ， 在接受 访者的 大城市高收入的青年 人 中 ， 80的 受访者 选择上网作为自己主要的文化消费 方式 ，这表明
22、在互联网时代白领 青年 非常 依赖互联网。 陈哩担，中国人民大学的教授认为，上述现象有一些不完整的文化产业的结构和文化产品的奇异关系。 少数人 愿意花 80 元看一场 电影 当被问及 影响文化消费的 主导因素时， 61.4的受访者认为，生活和 文化消费 的压力是最大的 阻碍。 49.4认为沉重的工作和学习 致使缺少时间去娱乐 ， 55.3%认为文化消费基础设施不完善是影响其文化消费的主要因素。只有 10.4的人回答说，他们没有文化消费的兴趣。 “当 价格 低于 多少 你会 选择 在电影院 看电影 ” 54.3的受访者选择了 30元 ； 24.1的人选择 50 元 ； 只有 9.4的人选择 “80 元” 这个数字表明，极
