地方政府如何吸引人才?——基于政策营销视角的混合研究

How Local Governments Attract Talent——A Mixed Research Study from the Perspective of Policy Marketing

地方政府围绕人才资源展开竞争已成为理论研讨焦点。既有研究关注到了政策营销对于“竞争人才”的重要意义,但尚未对营销效果发挥的作用机理展开深入分析。对此,从营销人员特征切入,以实施人才强省战略二十多年的浙江为调查场域,依托扎根理论研究和结构方程模型展开的混合研究表明:营销人员特征对人才政策价值营销效果具有显著的正向影响;利益感知在营销人员特征与人才政策营销效果的关系中具有中介效应;政策获取意愿在营销人员特征与利益感知的关系中、利益感知与人才政策价值营销效果的关系中均发挥了负向调节作用。这一结论可为政策营销工具在人才政策领域的运用提供理论依据,有助于地方政府利用营销人员自身优势激发政策受众的自我意识,继而提高人才政策效应。

The competition among local governments for talent has become an emerging issue in policy theory.Recent studies highlight the significance of policy marketing for“competitive talent”,but fail to provide an in-depth analysis of the role and mechanism of marketing effects.Based on both theoretical research and a structural equation model,this study examines the characteristics of marketers and analyzes the case of Zhejiang’s 20-year strategy for developing a quality workforce.The characteristics of marketers have a significant,positive impact on the marketing effect of talent policies.Interest perception has an intermediary effect between the characteristics of marketers and the mentioned marketing effect.And policy acquisition willingness plays a negative role in interest perception's relationship with both marketer characteristics and marketing effect.Such conclusions may provide a theoretical basis for the application of policy marketing tools in promoting talent policy,and help local governments to leverage their advantages to stimulate self-awareness among policy audiences and enhance policy effect.