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转型时期我国文化产业面临着市场取向与价值导向两种发展方向,如何从政府与市场的立场来看待上述差异化方向是本文的核心议题,也是我国文化产业关注的热点之一。本文以西方管理学研究中的前沿理论——历史制度主义为视角,并以文化消费品供给的路径变迁与行为理性为考量,指出在不同的文化消费品供给领域,价值导向与市场取向意味着各自的供给路径和行为理性。因此,二者在文化产业发展中并非是价值层面的对立与冲突,而是发挥相互支持与互补的作用。
In the transitional period, China’s cultural industry is facing two development directions: market orientation and value orientation. How to view the above differentiation from the government and market standpoint is the core issue of this article, and also one of the hot spots in our country’s cultural industry. Based on the historical institutionalism of the frontier theory in western management studies and taking the path change and behavioral rationality of the supply of cultural consumer goods as the consideration, this paper points out that in different areas of supply of cultural consumer goods, value orientation and market orientation mean that each Supply path and behavior rationality. Therefore, the two are not antagonistic and conflicting values in the development of cultural industries, but rather they play the role of mutual support and complementarity.