城市品牌与流动人口就业选址决策

《财经研究》 2022年48卷第5期 页码：140 - 154  online：2022年5月9日

城市品牌与流动人口就业选址决策

City Brand and Migrants’ Job Location Choice

作者（中）：陈家和, 吴一平, 李鹏飞

作者（英）：Chen Jiahe, Wu Yiping, Li Pengfei

作者单位：1.上海财经大学 公共经济与管理学院, 上海 200433

摘要：城市品牌作为保持和增强城市竞争力，加强地区间战略关联和聚集高端生产要素的重要管理工具，已经成为各地城市建设的重点方向。文章以“全国文明城市”的评比作为准自然实验，利用2013—2017年全国流动人口动态监测调查数据，探讨了城市品牌对流动人口就业选址决策的影响机理。研究结果显示，当城市获得“全国文明城市”称号后，流动人口到该城市就业的概率显著提高1.13%。进一步的机制检验结果显示，入选“全国文明城市”后，该城市公共品供给增加，环境质量提高和就业机会增多，同时短期内流动人口对文明城市的关注度显著提高，两者共同促使流动人口向文明城市集聚。而“全国文明城市”品牌的正向影响主要集中在互联网基础较好的户籍省份、年轻人群体或育有子女的群体之中。流动人口来到获得“全国文明城市”称号的地区工作之后，他们的公共医疗保险本地参保概率与子女本地入学概率均显著提高，对城市的满意度与融入当地的意愿也显著提升。文章的研究结论对地方政府出台相关人才集聚政策具有一定的启示意义。

关键词：城市品牌; “文明城市”称号; 流动人口; 就业选址; 媒体关注

Summary: “National Civilized City” is a comprehensive honorary title reflecting the overall civilization level of the city, and it is the highest honor in the national evaluation of cities. A growing number of local governments have taken it as an important path to improve the city’s competitiveness, especially the competitiveness in agglomerating and reorganizing labors. In the context of the increasingly severe situation of labor supply, it is important to figure out whether city brand can improve the quality of city life and attract more migrants.This paper takes “National Civilized City” as a quasi-natural experiment and investigates the impact of city brand on the probability of migrants’ location as well as the mechanism behind. Using data from the National Migrant Dynamics Monitoring Survey from 2013 to 2017, this paper constructs a dataset that contains individual migration decision, alternative city set and alternative city characteristics based on the results of PSM at the city level. It estimates the casual effect using the Conditional Logit Model, and the result shows that city brand has a significantly positive effect on the city’s migrant inflows. Specifically, after being awarded the title of “National Civilized City”, it will lead to a 1.13 percentage point increase in the probability of migrants moving to the city. The mechanism is that being awarded the title of “National Civilized City” can attract migrants by improving the quality of city life, such as public goods level, environmental quality and employment opportunities. Also, media coverage of this city will increase immediately after being awarded the title of “National Civilized City”. Specifically, after the list of “National Civilized City” is announced, the monthly information index of “National Civilized City” by each civilized city increases by 1.44 percentage point. Besides, the positive impact of “National Civilized City” is mainly concentrated among young people and groups with children. Finally, after flowing into “National Civilized City”, both the local enrollment probability of public medical insurance and the local enrollment probability of children will increase significantly, and migrants’ satisfaction with the city will be improved.This paper contributes to two different strands of literature. First, it is related to exploring drivers of migrants’ job location choice. Second, it identifies the important role of media coverage in passing the signal from city brand to migrants, which broadens the research on the impact of product or corporate branding. Besides, the findings of this paper have implications for policy to agglomerate labors. Local governments need to fully understand the importance of city brand and shape the core-value of city brand by promoting people’s well-being. A reasonable usage of new media technologies to effectively strengthen city image publicity as well as the promotion of city brand are also helpful. Meanwhile, local governments should focus on improving the level of equalization of public services, so that both the welfare of migrants and social integration can be effectively improved.

Key words: city brand; the title of “National Civilized City”; migrants; job location choice; media coverage

DOI：10.16538/j.cnki.jfe.20220113.403

收稿日期：2021-10-20

基金项目：国家自然科学基金项目 （71673174）

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