Abstract:

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.

Key words: talent policy, policy marketing, characteristics of marketing personnel, benefit perception, willingness to obtain policy