Abstract: [Purpose/Significance] "People-centered" is the basic principle of the construction of rural public cultural service system in the new period and the important criterion of efficiency evaluation. During the "14th Five-Year Plan" period, with the continuous improvement of the rural public cultural service system framework and the continuous increase of the total supply, the relevant policies of rural public cultural services have begun to move toward the era of "high-quality", "high level" and "high quality" efficiency improvement. [Method/Process] Based on the policy and demand orientation, this paper constructed the evaluation index system of rural public cultural service effectiveness, and designed 17 specific indicators from 5 dimensions, such as awareness, participation, satisfaction, sense of cultural acquisition, and cultural happiness, and takes the Beijing ecological conservation area as a typical example to carry out the "people-centered" efficiency evaluation of rural public cultural service. [Results/Conclusions] At present, the average score of rural public cultural service efficiency in Beijing's ecological conservation area is 75.90 points, which is in the "medium" level, indicating that the overall efficiency level of rural public cultural service in Beijing's ecological conservation area still has a large room for improvement. The participation score is the lowest, and there is a large difference in the participation level and the sense of cultural acquisition level among groups, indicating that the efficiency level of rural public cultural services has a large room for improvement, and the construction is unbalanced. The ultimate goal of improving the efficiency of rural public cultural services guided by "people-oriented" is to build a rural public cultural service system with everyone's participation and shared by all, meet the new expectations of rural residents for a better spiritual and cultural life, and make public cultural services play a greater role in promoting the comprehensive revitalization of rural areas. In the future, it is necessary to optimize the structure and layout of public cultural service facilities, promote the transformation of public cultural service products from universal to precise, build a multi-level and multi-channel public cultural supply mechanism, and deeply explore and innovate the excellent traditional local culture, so as to improve the efficiency level of rural public cultural services.

Key words: public cultural services, service effectiveness, index system, ecological conservation area, rural revitalization