New characteristics of cultural consumption in the era of digital economy

Good digital life at the same time , It has also changed people's consumption habits 、 Consumption content 、 Consumption patterns , Even the concept of consumption , Cultural consumption in the era of digital economy presents new characteristics .

First, production and consumption platform

The platform is integrated production 、 distribution 、 Consumption in one with integration 、 upgrade 、 Digital industrial ecological complex with innovative effect , It plays a great role in promoting the development of the new digital economy .

The platform has built a pattern of integration of production and consumption . The platform integrates content producers and content consumers , Provides multiple paths for content to reach users . meanwhile , The platform is also an aggregate user 、 Generate user viscosity 、 The most effective means to realize the association between users .

The platform realizes the best combination of multiple agents . Various digital industrial platforms at all levels provide the infrastructure for industrial digital operation , It supports the formation of cross regional large-scale cooperation among multiple subjects , Multiple subjects based on their respective advantages , Integrate and decompose product demand information through digital platform 、 Share product data 、 Effectively allocate relevant resources , Greatly reduce collaboration costs , Taking into account the development of economies of scale and economies of scope .

The platform has stimulated the creative vitality of mass culture . Depending on the “ Cloud end ” And other new infrastructure , The Internet platform has created a new environment for cultural production and consumption , Significantly reduce the knowledge accumulation of creative activities 、 The cost of industrial organization and communication , The threshold for engaging in the production of cultural and creative content has been greatly reduced , The creative vitality of the public is stimulated , More and more amateur creatives enter the creation platform , Join content production , It has expanded intellectual capital for the development of creative industries .

Second, online consumption space

With 5G The application of technology and artificial intelligence in the cultural industry , The cultural industry is undergoing digital and intelligent transformation and upgrading , Ushered in a new growth point .

Combine online consumption with offline consumption . The Internet has opened up “ Be present ” And “ On-line ” Two spaces , The physical barrier has been eliminated , Cultural consumption has developed from traditional entity consumption to “ Internet +” Online consumption , Further developed into “ on-line + Offline ” Diversified and integrated consumption patterns .

Digital technology provides new business forms for residents' consumption .5G、 big data 、 Cloud computing 、 Artificial intelligence 、 Digital technologies such as blockchain , Endow online space with high intelligence 、 Full link 、 Characteristics of zero delay , Forcing the traditional culture industry to be online 、 Digitization 、 With the development of intelligence , It also promotes more new products 、 New services 、 The formation of new business forms . Some of them are evolved from traditional cultural industries , Such as online publishing 、 Network video 、 Network game 、 electronic music 、 Online consulting 、 Online education 、 Digital art 、 Cloud show 、 Cloud tourism, etc , There are also new forms of consumption , Such as mobile payment 、 E-commerce live broadcast 、“ Cloud shopping ”、 Online medicine 、 Smart Tourism 、 Smart home 、 Unmanned retail, etc . These new forms and formats have broken through the traditional cultural industries in time 、 Space and cost constraints , It provides special cultural products and service experience , It has innovated the profit model of the cultural industry .

The third is the diversification of consumers

In the era of digital economy , People can be consumers in the digital culture industry 、 Disseminator , It can also be a creative person 、 producer . Cultural enterprises 、 The creative class 、 Users and other multi subjects interact and cooperate based on the networked value chain , To meet the diversity of users 、 Personalized and instant cultural consumption demand provides the possibility .

The virtual gathering of consumption circles . In the era of digital economy , The digital technology represented by intelligent algorithm has the advantage of "benefit first" 、 Pursue traffic 、 The tendency to maximize return on capital , The Internet consumption connection gradually turns from randomness to directivity . In the online consumption scenario, users actively connect their own emotional tags and join a cultural community , Share 、 Spread cultural products and services and the consumption experience they bring , Accumulate and centralize the originally dispersed demand under the same consumption scenario in a relatively short time , Form the demand scale effect and the efficient agglomeration of the flow in the consumption circle , To a certain extent, this has also caused the homogenization within the circle and the extremes between the circles .

The consumption is young and the demand is personalized . As a native “ Touch screen generation ”,“90 after ” and “00 after ” More receptive to new things , Stronger self-awareness , More open consumption concept , More diversified consumption patterns , They pursue individuality , More willing to accept new consumption patterns , Willing to fit their own style 、 Pay for the goods that resonate with you . Highly personalized consumption intention makes them prefer digital cultural products and services with the Internet as the carrier , therefore , They are the most active group in the online social space 、 The most active players of online games 、 The main registered users of audio and video websites 、 People who are most active in online shopping .

The consumption of urban and rural residents is balanced . The impact of the digital economy represented by the Internet on rural consumption is shown in ： One side , Digital technology has improved the labor productivity and production quality of rural residents , Increased revenue , The income gap between urban and rural residents has been further narrowed , Activate effective requirements , The consumption level and level have been improved , It has promoted the transformation and upgrading of the consumption structure . On the other hand , The pattern of coordinated development between various rural economic entities and large e-commerce enterprises has taken shape , The development of rural e-commerce has entered a new stage , It has greatly tapped the consumption potential of rural residents , The trend of consumer demand diversification is obvious .

Fourth, consumption patterns are diversified

The new generation of digital technology continues to drive the advancement of digital consumption , It has led to the emergence of various consumption modes and types , In order to meet the new needs of people's cultural consumption, it has opened up imagination space and innovative development space , Promote the diversification of residents' consumption ideas and consumption patterns .

From one-time consumption to continuous consumption . One side , The current cultural consumption is realizing from satisfaction “ Basic needs ” To be satisfied “ Personalized needs ”. On the other hand , Data generated by consumers in the process of online consumption , It improves the interaction frequency between consumers and merchants , It increases the shopping stickiness of consumers , Businesses use digital technology to analyze consumer preferences 、 behavior characteristics , Implement precision marketing for consumers , Promote consumption behavior into long-term sustainable behavior .

From individual consumption to group consumption . In the context of digital economy , The Internet has enabled Internet users to assemble into a virtual society with a network structure , Their value orientation 、 Consumption habits , Even consumption patterns will converge , therefore , Community consumption came into being . For example, a typical gamer community 、 Wechat community, etc , Everyone in the community can be a consumer 、 Propagandists and even sellers .

From free consumption to paid consumption . With the growth of intergenerational consumer groups and the breakthrough of mobile payment technology , Internet users, especially the younger generation of Internet natives, have become accustomed to paying for their favorite Internet products and services , Paid consumption has become the dominant profit model of the digital culture industry . Such as paid online literature 、 Network film and television 、 Network music 、 Network drama 、 Online games, etc , From Pan entertainment to new cultural and creative development , Become the leading business model of digital culture enterprises .

Fifth, the consumption push is accurate

The digital economy connects many producers and consumers , Through big data and AI technology , Realize the rapid matching of supply and demand , It shortens the time from production to consumption , Realized industry and consumption “ Double upgrade ”.

From mass consumption to personalized consumption . Mobile Internet 、 big data 、 Artificial intelligence and other technologies through the data of people's consumption behavior , And then realize digital analysis , Enable businesses to implement accurate marketing for different consumers , Carry out customized production . Customized production shifts the position of users in the industrial chain from the end to the top , From passive to active , Consumers have more independent choices and decision-making power in the production of content products , The individual needs of consumers are stimulated , User value has become the core force influencing the construction of digital culture industry ecosystem .

From food and clothing consumption to quality consumption . In recent years , The consumption demand of Chinese residents is no longer limited to meeting basic living needs , But pay more attention to the quality of goods and services , Gradually from the pursuit of affordable goods , To the pursuit of high-quality brand goods , Pay more attention to the spiritual pleasure and comfort brought by shopping . Consumers are more willing to pay for high-quality products and services , Individualization 、 Customized 、 High end demand has built a solid foundation for consumption upgrading .

Sixth, the consumption experience is Scenario Oriented

New technologies permeate from consumption to production , Bring all factor efficiency upgrading , Created immersive 、 Experiential 、 Interactive consumption scenario experience , It has built a new picture of the cultural industry .

Digital technology has created virtual reality .AR、VR、 The emergence and application of artificial intelligence and other technologies , Promote the integration of virtual reality , Launch the third experience scenario —— Reality enhancing scene . Digital technology can effectively enhance the expression intensity and presentation effect of real scene content in virtual scene content , Expand the experience space of cultural and creative products and services .

Digital technology provides an interactive experience . With the mobile Internet 、 The rapid development of new media, virtual reality and other media interaction technologies , Interactive experiential design is gradually integrated into the cultural industry , Good product experience 、 Refreshing visual communication and simple and friendly interaction have become important means to attract consumers . For example, the digital exhibition hall uses interactive projection 、 Holographic projection 、 Intelligent central control system and other high and new technologies , Integrate the interactive experience into the exhibition environment , Fully trigger the human eye 、 ear 、 nose 、 tongue 、 body 、 Six senses of the heart , While changing the audience experience mode, it also increases the depth of experience .

source ： Beijing daily