创意城市评价指标体系研究
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摘要
菲利浦·科特勒认为营销的思想不仅可以为企业所运用,而且能被各种组织包括政府、公众团体及宗教组织等所运用,并相应著有《营销管理》、《社会营销》、《国家营销》。“城市营销”源于“国家营销”理念,力求将城市视为一个企业,将某城市的各种资源以及所提供的公共产业或者服务以现代市场营销丰富的手段向购买者兜售。创意城市是城市未来发展的新范式,是创意人才、创意产业、创意经济的区域性经济空间载体,是解决工业城市遗留难题、实现传统城市的都市空间再造与行政机制调整、提高城市竞争力、促进城市可持续发展、提升城市营销效能的有效模式。因此,在城市营销理念的指导下,研究创意城市的评价指标体系具有重要意义。
本文从我国创意城市的演化路径和发展个性出发,基于城市营销及其评价相关理论,构建符合我国创意城市发展国情的创意城市评价指标体系,建立创意城市评价指标体系结构方程模型,运用福州、厦门、泉州近五年的历史面板数据回归模型参数和求解路径系数并以此为依据确定各项指标权重。实证结果表明,创意成果、结构/制度、科学技术、人力资本、文化资本、社会资本构成相互促进、相互制约的统一体,共同对创意城市的发展起正向促进作用。
本研究还对福州、厦门、泉州创意城市的发展进行得分计算和评价。结果表明:从总体因子看,厦门的创意城市指数要优于福州和泉州。从分项因子看,厦门的结构/制度指数、文化资本指数和社会包容指数要优于福州、泉州,福州的创意成果指数、科学技术指数、人力资本指数要优于厦门、泉州。因此,发展创意城市,提高城市竞争地位,福州、泉州、厦门需要继续加大创意产业及其园区建设,需要提高科技尤其是基础科研的投入比重,需要改善创意生活工作环境以增加对创意阶层的吸引力,需要加强产业制度战略建设和城市营销渠道创新。本文运用结构方程模型进行创意城市评价指标体系的指标权重确定,取得了一定的研究成果。但也存在样本量过少、数据缺乏连续性等不足。
According to Philip Kotler, the marketing ideas not only can be applied in enterprises but can be applied in various organizations such as governments, public organizations and religious organizations and he has published“Framework for Marketing Management”,“Social Marketing”and“The Marketing of Nations”. The idea of city marketing comes from national marketing, which means the city could be regarded as a business enterprise. We can sell kinds of resources, pibilic industries and service to buyers by marketing concept and method. Creative city is the new paradigm to a city’s future; is the reservoir to the creative talents, creative industries and creative economy which constitute of an accelerator to the regional economy together; and is the effective model to solve the remaining urban problems originated from industrial cities, to reconstruct the urban space, to readjust the administrative mechanisms, to improve the urban competitiveness and to promote the urban sustainable development. Thereby, the investigation of the creative cities’evaluation index system is of great importance.
In this article, based on the investigation of the creative city’s evolution path in China, we constructed the creative city evaluation index system from the perspective of our creative cities’particularities. Thus, we built the structural equation model and calculated its regression parameters and path coefficients used the panel data from Fuzhou, Xiamen and Quanzhou which was collected in the past five years. According to this, we made out their weights. The empirical results showed that creative achievements, structure/system, science and technology, human capital, cultural capital, social capital constituted a mutual promotion and mutual restraint mechanism to urge the development of creative cities.
In addition, we evaluated the status of Fuzhou, Xiamen and Quanzhou, from which we concluded that the overall creative city index of Xiamen was superior to Fuzhou and Quanzhou. Then, structure/system index, cultural capital index and social inclusion index of Xiamen were superior to Fuzhou and Quanzhou, while creative achievement index, science and technology index and human capital index of Fuzhou were superior to the other two from the sub-factor view. Therefore, in order to develop the creative cities, to improve their competitiveness, Fuzhou, Xiamen and Quanzhou should continue to enlarge their creative industry scale and speed up the construction of creative parks. Besides this, they also should increase the investment in science and technology, especially they should increase the investing proportion in basic research. Furthermore, they should improve the living and working environment to attract the creative class. The last but not least, they should emphasis on and strengthen the strategic construction of creative industries institution and the urban marketing charnel innovation. Anyway, this article is of some significance for it used the SEM to calculate the weights of evaluation indicators. However, considering the samle size and the continuity of data, there are still many shortcomings which should be solved in the future.
本文从我国创意城市的演化路径和发展个性出发,基于城市营销及其评价相关理论,构建符合我国创意城市发展国情的创意城市评价指标体系,建立创意城市评价指标体系结构方程模型,运用福州、厦门、泉州近五年的历史面板数据回归模型参数和求解路径系数并以此为依据确定各项指标权重。实证结果表明,创意成果、结构/制度、科学技术、人力资本、文化资本、社会资本构成相互促进、相互制约的统一体,共同对创意城市的发展起正向促进作用。
本研究还对福州、厦门、泉州创意城市的发展进行得分计算和评价。结果表明:从总体因子看,厦门的创意城市指数要优于福州和泉州。从分项因子看,厦门的结构/制度指数、文化资本指数和社会包容指数要优于福州、泉州,福州的创意成果指数、科学技术指数、人力资本指数要优于厦门、泉州。因此,发展创意城市,提高城市竞争地位,福州、泉州、厦门需要继续加大创意产业及其园区建设,需要提高科技尤其是基础科研的投入比重,需要改善创意生活工作环境以增加对创意阶层的吸引力,需要加强产业制度战略建设和城市营销渠道创新。本文运用结构方程模型进行创意城市评价指标体系的指标权重确定,取得了一定的研究成果。但也存在样本量过少、数据缺乏连续性等不足。
According to Philip Kotler, the marketing ideas not only can be applied in enterprises but can be applied in various organizations such as governments, public organizations and religious organizations and he has published“Framework for Marketing Management”,“Social Marketing”and“The Marketing of Nations”. The idea of city marketing comes from national marketing, which means the city could be regarded as a business enterprise. We can sell kinds of resources, pibilic industries and service to buyers by marketing concept and method. Creative city is the new paradigm to a city’s future; is the reservoir to the creative talents, creative industries and creative economy which constitute of an accelerator to the regional economy together; and is the effective model to solve the remaining urban problems originated from industrial cities, to reconstruct the urban space, to readjust the administrative mechanisms, to improve the urban competitiveness and to promote the urban sustainable development. Thereby, the investigation of the creative cities’evaluation index system is of great importance.
In this article, based on the investigation of the creative city’s evolution path in China, we constructed the creative city evaluation index system from the perspective of our creative cities’particularities. Thus, we built the structural equation model and calculated its regression parameters and path coefficients used the panel data from Fuzhou, Xiamen and Quanzhou which was collected in the past five years. According to this, we made out their weights. The empirical results showed that creative achievements, structure/system, science and technology, human capital, cultural capital, social capital constituted a mutual promotion and mutual restraint mechanism to urge the development of creative cities.
In addition, we evaluated the status of Fuzhou, Xiamen and Quanzhou, from which we concluded that the overall creative city index of Xiamen was superior to Fuzhou and Quanzhou. Then, structure/system index, cultural capital index and social inclusion index of Xiamen were superior to Fuzhou and Quanzhou, while creative achievement index, science and technology index and human capital index of Fuzhou were superior to the other two from the sub-factor view. Therefore, in order to develop the creative cities, to improve their competitiveness, Fuzhou, Xiamen and Quanzhou should continue to enlarge their creative industry scale and speed up the construction of creative parks. Besides this, they also should increase the investment in science and technology, especially they should increase the investing proportion in basic research. Furthermore, they should improve the living and working environment to attract the creative class. The last but not least, they should emphasis on and strengthen the strategic construction of creative industries institution and the urban marketing charnel innovation. Anyway, this article is of some significance for it used the SEM to calculate the weights of evaluation indicators. However, considering the samle size and the continuity of data, there are still many shortcomings which should be solved in the future.
引文
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①根据约翰·霍金斯关于创意经济的15大类划分,结合我国国家统计年鉴分类规划,我们选取建筑业、信息传输、计算机服务和软件业、房地产业、租赁和商务服务业、科学研究、技术服务和地质勘查业、文化体育和娱乐业六大类统计计量创意产业的产值和从业人数。
②为保证数据的完整性、可靠性和连续性,本文数据处理过程中该项数据统一运用各市2010年发布的创意产业园区数。
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①大专以上人口占总人口的比重是指本市市区现有大专以上学历的人数占本市市区总人口数的比重(在校大专学生均不计算,但要计算在校硕士研究生和博士生)。
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①根据约翰·霍金斯关于创意经济的15大类划分,结合我国国家统计年鉴分类规划,我们选取建筑业、信息传输、计算机服务和软件业、房地产业、租赁和商务服务业、科学研究、技术服务和地质勘查业、文化体育和娱乐业六大类统计计量创意产业的产值和从业人数。
②为保证数据的完整性、可靠性和连续性,本文数据处理过程中该项数据统一运用各市2010年发布的创意产业园区数。
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①大专以上人口占总人口的比重是指本市市区现有大专以上学历的人数占本市市区总人口数的比重(在校大专学生均不计算,但要计算在校硕士研究生和博士生)。
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