Cultural consumption is not only the basic motive for boosting the film and television industry but also the main factor that decides whether the value of film and television as well as the augmented products can be realized or not. The result of questionnaires indicates that the consumption level of film and television products is not very high in Shaanxi province, yet has great potentials. The development of film and television industry should start with the cultural consumption; the mechanism for market research into the cultural demand for film and television should be set up ; the market quality for film and television industry should be upgraded by means of brand management; the construction of public cultural infrastructure facilities should be strengthened; to construct the interaction be- tween film and television industry and residents' cultural demands.%文化消费是拉动影视产业的根本动因，又是决定电影电视及其附加产品的价值能否实现的主要因素。问卷调查结果显示，目前陕西影视产品的消费水平不高，但消费市场潜力很大。发展陕西影视产业需要从文化消费人手，建立居民影视文化需求市场调研机制，以品牌经营提升电影产业的市场品质，加强公共文化基础设施建设，构建电影产业与居民文化需求互动关系。
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