How Local Governments Attract Talent——A Mixed Research Study from the Perspective of Policy Mar-keting
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.
talent policypolicy marketingcharacteristics of marketing personnelbenefit perceptionwill-ingness to obtain policy
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