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This article is devoted to the study of the changed cultural needs that have a significant impact on the development of the modern society on the whole and particular spheres of activity in particular. Satisfying the changed cultural needs, the individual acquires cultural competencies. The research procedure includes the identification of key cultural competencies that treat products of cultural activities as objects of cultural market circulation that will ensure long-term interactions in the format of an information cluster of the cultural industry. As a result the regulation of the creative process in terms of economic efficiency is a single integrated system implemented as an integrated service complex. The author comes to the conclusion that the use of integrated service complexes in the cultural industry will allow to correlate the quantitative parameters of cultural services and their qualitative characteristics in accordance with the requirements of the external environment. © Н.А. Мальшина, 2017.

vestnik moskovskogo gosudarstvennogo oblastnogo universiteta. seriâ: èkonomika/vestnik moskovskogo gosudarstvennogo oblastnogo universiteta. seriâ èkonomika

COMPETENCE APPROACH TO CULTURE INDUSTRY: ADVANTAGES AND DISADVANTAGES