中文摘要：

繁重的执法负荷、稀缺的执法资源以及不完善的文化管理体制机制，构成了我国文化市场执法的多重约束，产生了文化市场执法威慑不足的困境。以威慑理论为基本视角，采用博弈分析框架，分析了威慑不足困境产生的原因及其突破方向。强调声誉机制的引入能够促进良性均衡产生，执法机构树立严格执法声誉有助于增强执法效能，文化生产经营单位提高声誉有助于强化自我约束。因此，建议促进形成声誉机制、连锁经营机制以及社会治理机制，实现文化市场执法的优化以提高威慑水平。

英文摘要：

The heavy load and scarce resource of law enforcement and the imperfect system and mecha- nism of cultural management generate multiple constraints for the law enforcement in cultural markets, which has led to the dilemma of inadequate deterrence. The paper chooses deterrence theory as the basic perspec- tive and game theory as the analysis framework to analyze the reasons for the inadequate deterrence dilemma and the breakthrough directions. It argues that the introduction of reputation mechanism can contribute to e- quilibrium, law enforcement agencies＇ establishment of strict reputation would help to enhance the effective- ness of law enforcement, and cultural production units＇ improvement of reputation would strengthen self-dis- cipline. Therefore, it is suggested to promote the formation of a reputation mechanism, a chain mechanism and a social governance mechanism in order to achieve the optimization of law enforcement for cultural mar- kets.