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 e-quation 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.
关键词
人才政策/政策营销/营销人员特征/利益感知/政策获取意愿
Key words
talent policy/policy marketing/characteristics of marketing personnel/benefit perception/will-ingness to obtain policy
万方数据