人才政策营销的要素内涵与作用机制——基于扎根理论方法的探索性研究

The Elements and Mechanism of Talent Policy Marketing:Exploratory Research based on Grounded Theory

人才政策一直是我国抢占人才高地、谋求创新发展的重要工具,但是,在积极向好的总体趋势下,区域间人才政策内容同质化与持续加码的财政压力、部分人才专项经费过剩相互叠加,形成当前国内人才政策在内容创新层面的“内卷”困境,亟待寻求政策内容以外新的竞争增长点。以此为出发点,将营销概念引入人才政策,遵循方便取样原则,选择浙江省96名人才政策工作者和人才政策目标群体作为深度访谈对象,采用扎根理论方法,对原始访谈资料进行三级编码和理论饱和度检验,提炼出与人才政策营销相关联的6个理论要素。结合访谈过程中涌现的问题主线与既有理论线索,构建人才政策营销机理模型,刻画人才政策营销发生作用的3条解释路径,即政府行为—人才体验机制、交换机制、主观能动性调节机制。

Talent policy has always been an important lever for China to seize the talent highland and seek innovative development.However,under the overall trend of positive development,the homogenization of the content of talent policy among regions,the financial pressure of continuous increase,and the surplus of some special funds for talents are superimposed on each other,which together form the dilemma of innovated"involution"of the current domestic talent policy.It is urgent to seek new competitive growth points beyond the policy content.Based on this,this study introduces the concept of"marketing"into the scope of talent policy.Following the principle of convenient sampling,96 talent policy workers and talent policy target groups in Zhejiang Province are selected as the target in-depth interviews.By using Grounded Theory Method,the three-level coding and theoretical saturation test of the original interview data are carried out,and finally six theoretical codes associated with talent policy marketing are obtained.Combined with the main problems emerging in the interview and the existing theoretical clues,this paper constructs a mechanism model of talent policy marketing,and depicts three explanation paths of the role of talent policy marketing"government behavior-talent experience"mechanism,exchange mechanism,and moderating mechanism of subjective initiative,which provides inspiration for the practice and theoretical research of talent policy marketing.