摘要
公共部门的品牌化运作是地方治理的新趋势,品牌也正在成为地方政府的一项治理手段。在中国特色的治理实践中,国家卫生城市是一个颇引人关注的品牌,然而对这一城市品牌是否可以发挥积极的环境治理作用一直存疑。研究发现,国家卫生城市品牌显著降低了工业废水排放量和空气中PM2.5含量,城市品牌能够促进有效的环境治理;机制检验表明,城市品牌通过激励地方政府增加环境基建投入、强化环境规制和推动社会公众参与三种路径促进了环境治理;异质性分析说明,城市规模越大,品牌的环境治理效应越强,城市的信息传播能力可以增强品牌的治理效果。
The branding operation of the public sector is a new trend in local governance.Previous studies hold typically that the brand itself is a goal rather than a tool,which tends to treat the brand as an“answer sheet”for“public perception management”.However,the international research in recent years has shown that the brand is also of great value for local governments to promote governance activities.These observations lead us to explore a rarely touched topic:the governance function of public brands themselves in the Chinese context,and their significance for improving local governance capabilities and promoting the modernization of national governance system and capability.To investigate this issue,we study the quasi-natural experiment of“National Health City”,a compelling city brand in the governance practice with Chinese characteristics.City brands has three main functions:building the region’s image,facilitating the local government’s reputation management,and creating and maintaining interactions in the governance network.Therefore,there are three main intermediate mechanisms that make the“National Health City”brand promote environmental governance:incentives,restraints and mobilization.Further empirical research shows that the“National Health City”brand has significantly reduced the discharge of industrial wastewater and the PM2.5 pollution in the air,indicating that the brand can achieve effective environmental governance.Mechanism testing shows that city brands can encourage local governments to increase investment in environmental infrastructure,strengthen environmental regulations,and promote public participation in the process of environmental governance.Heterogeneous analysis shows that the larger the city,the stronger the brand’s environmental governance effect,and that the city’s information dissemination ability has a strong support for the city brand’s governance effectiveness.The research results of this article are still robust after undergoing a series of tests,which proves that the conclusions of this article are reliable.The research results of this article confirm the governance value of the city brand as a symbolic structure,which has multiple policy implications for government governance.Firstly,this article provides an important basis for the local government to regard brand building as an important tool instead of an ultimate goal.The brand is not only a recognition of the performance in building a health city,but also prompts the local government to think of the core environmental pollution control issues through improving urban health,the living environment.This has significant reference value for the improvement of government governance.On the one hand,the high-level government should award local the government with a brand when the city meets the requirements,which can expand the governance effect of the local government.On the other hand,local governments should strive to build reputation assets belonging to the region in the urban development.Secondly,the successful creation of a brand obviously does not guarantee effective governance.The governance effect of a brand depends on continuous reputation management.Thirdly,cities with different characteristics should adopt differentiated brand strategies.
作者
胡冲
王诗宗
宋文豪
Hu Chong;Wang Shizong;Song Wenhao(School of Public Affairs,Zhejiang University,Hangzhou 310058,China;Academy of Social Governance,Zhejiang University,Hangzhou 310058,China)
出处
《浙江大学学报（人文社会科学版）》
CSSCI
北大核心
2022年第11期113-128,共16页
Journal of Zhejiang University:Humanities and Social Sciences
基金
浙江省社科重点基地课题(2022JDKTZD01)
中共浙江省委党校全面从严治党研究中心项目(CYZD202204)
国家自然科学基金项目(71974168)
关键词
国家卫生城市
城市品牌
地方政府
环境治理
声誉管理
National Health City
city brand
local governments
environmental governance
reputation management
作者简介
胡冲(https://orcid.org/0000-0003-3524-1819),男,浙江大学公共管理学院博士研究生,主要从事社会治理、公共政策研究;通信作者:王诗宗(https://orcid.org/0000-0001-8618-1655),男,浙江大学社会治理研究院执行院长,浙江大学公共管理学院教授,博士生导师,管理学博士,主要从事地方政府治理理论研究;宋文豪(https://orcid.org/0000-0002-3753-2348),男,浙江大学公共管理学院博士研究生,主要从事政策评价研究。
