Abstract: China is a grand cultural nation.Cultural inheritance is an important function of China’s cultural heritage industry institutions. Cultural industry institutions should fully utilize historical resources to disseminate industrial culture, let more people understand the cultural heritage behind the industry, and enhance the cultural influence of the industry. The implementation of cultural industry policies plays an important role in the development of the cultural industry. Currently, research on cultural communication focuses more on technical issues and less on the impact of government policy guidance on cultural communication and incentives of the guidance for it. The profits obtained from the integration of cultural heritage institutions and tourism can be used in the protection of cultural relics, as well as the inheritance of customs. For example, Lijiang Mufu regards the revenue as the cost of repairing and maintaining the Mufu and spreading Naxi culture, using its original culture to attract consumers to visit and drive the local accommodation and catering industry.
Given that the behavior of the government, cultural industry institutions, and consumers is constrained and influenced by each other’s strategic choices, it conforms to the assumption of “bounded rationality” in evolutionary game theory. The article proposes relevant hypotheses and constructs an evolutionary game model based on the principles of bounded rationality and maximizing benefits.In the process of achieving game equilibrium through continuous decision-making among three entities, the government guides and incentivizes cultural industry institutions to disseminate historical and cultural knowledge; cultural industry institutions disseminate their historical culture to consumers; consumers who visit and purchase cultural and creative products should also provide feedback on their consumption preferences and preferred promotional methods to cultural industry institutions; consumer feedback can enable cultural industry institutions to continuously adjust and improve their operational methods; the cultural dissemination of government and cultural industry institutions can enable consumers to gain learning effects.Finally, the article uses Matlab simulation to analyze the impact of various factors on cultural dissemination, simulates the strategic evolution process of each subject’s behavior, and conducts sensitivity analysis to analyze the evolution mechanism of cultural dissemination.
From a theoretical and numerical simulation analysis, it can be concluded that: the government can implement tax exemption policies on cultural industry institutions with excellent management, guide cultural industry institutions in cultural dissemination, and achieve a three-way Pareto optimal strategy balance; the amount of materials used by the government and cultural industry institutions for cultural dissemination, the expenses incurred by consumers due to the influence of cultural dissemination, and the amount of cultural knowledge absorbed by consumers have a promoting effect on cultural dissemination; the coefficient of return on consumer visits has the greatest impact on the evolution of the tripartite game, reflecting the importance of overall evaluation by consumers after visits. Specifically, from a sensitivity analysis, the cost coefficient of visits by consumers affected by cultural dissemination, the amount of local historical and cultural materials transformed by the government, and the perceived value benefits of visits by consumers have the greatest impact on the government’s strategic choices. The improvement of these three parameters plays a role in promoting government cultural promotion.The parameters that have the greatest impact on cultural industry institutions are the profit coefficient of offline consumption by consumers and the cost coefficient of visits by consumers affected by cultural dissemination. The improvement of these two parameters has a positive effect on promoting cultural dissemination in cultural industry institutions.The parameter that has the greatest impact on consumer strategy choices is the coefficient of return on offline visits, which has a positive effect on promoting consumer consumption.

Key words: cultural communication, cultural relics and historic sites, cultural industry institutions, game theory, incentive mechanism

摘要： 为有效提升我国文物古迹类文化产业的文化影响力,促进文化产业弘扬自身的历史文化,提升全民文化素养。基于有限理性和利益最大化原则,依据政府、文化产业机构和消费者之间的文化传播交互行为,提出了相关的假设,构建了演化博弈模型,分析了政府、古迹类文化产业机构和消费者三类主体在文化传播过程中的策略选择;借助Matlab仿真模拟了策略演化,并进行了敏感性分析。研究结果表明:政府可以通过对经营优秀的文化产业机构实行免税政策,引导文化产业机构文化传播,实现三方帕累托最优策略均衡;政府和文化产业机构文化传播的素材量、消费者受文化传播影响花费的费用,以及消费者吸收的文化知识量对文化传播具有促进作用;消费者实地参观收益系数对三方博弈演变结果的影响作用最大,体现了消费者实地参观后总体评价的重要性。

关键词: 文化传播, 文物古迹类文化, 文化产业机构, 博弈论, 激励机制