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.
[1] 陈新明,萧鸣政,史洪阳.地方人才政策创新扩散的动因分析:基于中国城市“人才新政”的实证研究[J].企业经济,2020,39(6):128-134.
[2] 吴宾,杨彩宁,唐薇.“人才新政”的政策创新扩散及风险识别[J].兰州学刊,2020,41(6):131-141.
[3] 朱德米,李兵华.行为科学与公共政策:对政策有效性的追求[J].中国行政管理,2018,34(8):59-64.
[4] BUURMA H.Maatschappelijke marketing van overheidsbeleid (Marketing of public policy)[D].Rotterdam:Erasmus Universiteit Rotterdam, 2000.
[5] 章兴鸣.论政府营销的理论基础与公共管理方式的创新[J].河南社会科学,2010,18(6):117-121.
[6] 谭翀.“政策营销”:源流、概念、模式与局限[J].中国行政管理,2013,29(12):28-32.
[7] 丘昌泰.政策分析[M].中国台北：空中大学出版社,2001:310.
[8] 朱镇明.政治管理[M].中国台北：聊经, 2003:125.
[9] 吴定.公共政策[M].中国台北：五南图书出版公司, 2009:308.
[10] 陈丽君,金铭.政策营销、政策获取意愿与政策有效性评价的关系研究:基于政策知晓度的中介效应检验[J].中国行政管理,2020,36(2):117-122.
[11] 鲁炳炎.政策行销理论意涵之研究[J].中国行政,2007(78):31-53.
[12] SNAVELY K.Marketing in the government sector:a public policy model[J].The American Review of Public Administration,1991,21(4):311-326.
[13] 魏淑慧，石振国.政府推动认养代替购买宠物之政策行销分析[J].中华行政学报,2017(20):151-168.
[14] 阮霁阳.基于公共管理者角度的政策营销模式建构研究[J].云南行政学院学报,2019,21(4):111-116.
[15] KOTLER P.Marketing management[M].New York: Prentice Hall1,1967.
[16] KOTLER P,LEE N.Marketing in the public sector:the final frontier[J].The Public Manager,2007,36(1):12-17.
[17] 苏伟业.政策行销:理论重构与实践[J].中国行政评论,2007(16):1-34.
[18] ESHUIS J,BRAUN E,KLIJN E H,et al.The differential effect of various stakeholder groups in place marketing[J].Environment and Planning C:Politics and Space,2018,36(5):916-936.
[19] POPOVA N V, SHYNKARENKO V G.Development of the stakeholder marketing at the enterprises in transportation and logistic system[J].Marketing and Management of Innovations, 2016 (3):66-75.
[20] STOUTENBOROUGH J W,BROMLEY-TRUJILLO R,VEDLITZ A.Public support for climate change policy:consistency in the influence of values and attitudes over time and across specific policy alternatives[J].Review of Policy Research,2014,31(6):555-583.
[21] ZERVA A,TSANTOPOULOS G,GRIGOROUDIS E,et al.Perceived citizens' satisfaction with climate change stakeholders using a multicriteria decision analysis approach[J].Environmental Science & Policy,2018,82:60-70.
[22] LEE N J,MCLEOD D M,SHAH D V.Framing policy debates[J].Communication Research,2008,35(5):695-718.
[23] FAIRHURST G T.The power of framing: creating the language of leadership[M].San Francisco, CA: Jossey-Bass,2011.
[24] DODGE J,LEE J.Framing dynamics and political gridlock:the curious case of hydraulic fracturing in New York[J].Journal of Environmental Policy & Planning,2017,19(1):14-34.
[25] LIS A,STANKIEWICZ P.Framing shale gas for policy-making in Poland[J].Journal of Environmental Policy & Planning,2017,19(1):53-71.
[26] BERNAUER T,MCGRATH L F.Simple reframing unlikely to boost public support for climate policy[J].Nature Climate Change,2016,6(7):680-683.
[27] MOON W K,KAHLOR L A,OLSON H C.Understanding public support for carbon capture and storage policy:the roles of social capital,stakeholder perceptions,and perceived risk/benefit of technology[J].Energy Policy,2020,139:111312.
[28] BOUDET H,CLARKE C,BUGDEN D,et al."Fracking" controversy and communication:using national survey data to understand public perceptions of hydraulic fracturing[J].Energy Policy,2014,65:57-67.
[29] KOTLER P.Humanistic marketing: beyond the marketing concept[M].Lexington: Lexington Books, 1987:271-288.
[30] 聂静虹.论政治传播中的议题设置、启动效果和框架效果[J].政治学研究,2012,28(5):111-123.
[31] POLAT R K.The Internet and political participation[J].European Journal of Communication,2005,20(4):435-459.
[32] BOCK G W,KIM Y G.Breaking the myths of rewards[J].Information Resources Management Journal,2002,15(2):14-21.
[33] 张岌秋.虚拟社区信息获取与信息共享意愿和行为的实证研究[J].情报科学,2015,33(8):59-64,119.
公众号
订阅号
企业微信客服
鄂公网安备 42010602003780号