随着中国老年人口迈入2.5亿的大关，社会各界对于老龄化带来的社会问题的对策 研究也越来越深入；而银发经济的概念也再一次被推到了风口浪尖。与此同时，具有中 国特色的城市化产物——广场舞也因为吸引了广大中老年人群体的参与而颇受社会各 界瞩目。 早在2015年，广场舞产业作为银发经济的敲门砖，在资本市场曾引起了一番轰动。 无数初创企业如雨后春笋般涌现出来。本着回顾过去四年广场舞文化产业的发展，笔者 将立足于广场舞产业的发展现状，将广场舞产业分为三大板块：内容生产端，资源整合 平台端，消费端三大板块，以目前我国的广场舞发展现状为研究背景，横向对比各个产 业要素来分析成都市广场舞产业的发展现状。发现了成都市的广场舞产业发展现状目前 较为落后，其主要原因是因为成都市广场舞产业的自发性较强，导致大部分中老年人群 体的消费种类和消费维度都比较单一，基本只局限在入门级别，即购买了配套的广场舞 基础运动服饰。随着研究的深入，发现近年来广场舞产业的创业公司折戟而返的原因大 多数在于资本的趋利性而忘却了广场舞产业的双面性：文化属性和产业属性。广场舞产 业是文化产业的一部分，它的发展离不开政府的公共文化服务输出，而成都市广场舞公 共文化服务输出较为单一，而且比起服务性质，更像是完成任务的输送文化，脱离了广 大群众的基础诉求。 同时成都市广场舞民间组织的职能混乱也导致了公共文化服务的切实落地。针对广 场舞公共文化服务的职能中政府应当起到引导作用，增强落实文化服务面向广大中老年 人群体的可及性。同时可视情况开放文化服务职能市场，利用社会资金与基层群众的创 造性，引导服务职能的转变，引导优秀的民族舞蹈文化融入广场舞文化中，满足中老年 人日益增长的文化健身消费需求，从而优化中老年人的消费结构，为解决老龄化社会消 费萎缩的问题提供参考意义。 关键词：成都市；文化产业；广场舞产业化；消费现状；公共服务 西华大学硕士学位论文 III Abstract AsChina'selderlypopulationentersthe250millionmark,thestudyofcountermeasures tosocialproblemscausedbyaginginvarioussectorsofsocietyhasbecomemoreandmore in-depth;andtheconceptofthesilver-hairedeconomyhasonceagainbeenpushedtothe forefront.Atthesametime,theurbanizationproductwithChinesecharacteristics,thesquare dance,hasattractedtheattentionofallwalksoflifebecauseithasattractedtheparticipation ofalargegroupofmiddle-agedandelderlypeople. Asearlyas2015,thesquaredanceindustry,asaknockingstoneforthesilver-haired economy,causedastirinthecapitalmarket.Numerousstartupshavesprungup.Basedonthe reviewofthedevelopmentofthesquaredanceculturalindustryinthepastfouryears,the authorwillbaseonthedevelopmentstatusofthesquaredanceindustryanddividethesquare danceindustryintothreemajorsegments:contentproductionend,resourceintegration platformend,andconsumerendthreemajorsegments.Atpresent,thedevelopmentstatusof squaredanceinChinaistheresearchbackground,andthedevelopmentstatusofsquaredance industryinChengduisanalyzedhorizontallybycomparingvariousindustrialfactors.Itis foundthatthestatusquoofthedevelopmentofthesquaredanceindustryinChengduis currentlylaggingbehind.Themainreasonisthatthespontaneousnatureofthesquaredance industryinChengduisstrong,resultinginthemajorityofmiddle-agedandelderlypeople's consumptiontypesandconsumptiondimensionsarerelativelysingle,basicallylimitedAtthe entrylevel,thematchingsquaredancebasicsportswearwaspurchased.Withthedeepeningof research,itisfoundthatthereasonswhythestartupcompaniesofthesquaredanceindustry havereturnedinrecentyearsaremostlyduetotheprofitabilityofcapitalandforgetthe two-sidednatureofthesquaredanceindustry:culturalattributesandindustrialattributes.The squaredanceindustryisapartoftheculturalindustry,anditsdevelopmentcannotbe separatedfromthegovernment'spublicculturalserviceoutput.ChengduCitySquareDance's publicculturalserviceoutputisrelativelysingle,andcomparedtothenatureoftheservice,it ismorelikeadeliveryculturetocompletethetask.Thebasicappealofthebroadmasses. Atthesametime,thechaoticfunctionsofthefolkdanceorganizationsinChengdualso ledtothepracticallandingofpublicculturalservices.Thegovernmentshouldplayaguiding roleinthefunctionofpublicculturalservicesforsquaredances,andenhancetheaccessibility ofimplementingculturalservicestothegeneralpopulationoftheelderly.Atthesametime, wecanopenthemarketofculturalservicefunctionsaccordingtothesituation,usesocial fundsandthecreativityofgrassrootspeople,guidethetransformationofservicefunctions, guideexcellentnationaldancecultureintothesquaredanceculture,andmeetthegrowing culturalfitnessconsumptionneedsoftheelderly.Optimizingtheconsumptionstructureof 文化产业视域下成都市广场舞产业的发展现状与对策研究 IV middle-agedandelderlypeoplewillprovideareferenceforsolvingtheproblemofshrinking consumptioninanagingsociety. KeyWords：Chengdu;CultureIndustry;SquareDanceIndustrialization;Consumption Status;PublicService 西华大学硕士学位论文 V 目录 摘要.............................................................................................................................I Abstract.............................................................................................................................III 1绪论...............................................................................................................................1 1.1研究背景与意义..................................................................................................1 1.1.1研究背景.................................................................................................1 1.1.2研究意义.................................................................................................5 1.2研究综述............................................................................................................5 1.2.1国内研究综述.........................................................................................5 1.2.2国外研究综述.........................................................................................7 1.3研究内容与框架................................................................................................7 1.3.1主要内容.................................................................................................7 1.3.2基本思路.................................................................................................8 1.4研究对象与方法................................................................................................8 1.4.1研究对象.................................................................................................8 1.4.2文献分析法.............................................................................................9 1.4.3田野调查法.............................................................................................9 1.4.4问卷调查法.............................................................................................9 1.4.5访谈法...................................................................................................10 1.4.6数理统计法...........................................................................................11 1.5创新之处..........................................................................................................11 2文化产业相关概念与理论.........................................................................................12 2.1文化产业的相关概念......................................................................................12 2.1.1文化产业的概念...................................................................................12 2.1.2广场舞的界定.......................................................................................12 2.1.3广场舞与文化产业的关联...................................................................13 2.2研究的理论支撑..............................................................................................14 2.2.1文化产业链理论...................................................................................14 2.2.2文化消费理论.......................................................................................14 3成都市广场舞产业现状及市场分析.........................................................................16 3.1广场舞的“产业化”发展趋势......................................................................16 3.1.1全民健身视域下的体育产业......................................