城市会展业资金类政策传播研究——以广州、深圳、东莞为例

我国会展业资金类政策已经成为地方政府间相互效仿和借鉴的典型政策,传播速度快、范围广,某种程度上被认为是城市会展业竞争的必要条件之一.然而,会展业带有很强的产业特征,政府与业界对此类政策的目标与功效并不清晰,其效仿和传播还在继续蔓延与扩大.可以说,在中国情境下,各地方政府采纳此类政策的原因及影响因素以及如何作出理论解释尚不清晰.因此,文章一脉相承于前人的研究,同时运用内部决定模型和传播模型探究中国情境之下会展业资金类政策的传播原因及政府采纳该项创新政策的影响因素.文章运用质性研究方法收集数据,得出四点结论:第一,地方政府采纳会展业资金类政策是由内外部因素共同决定的,也进一步证实了国外学者提出的不能割裂内部决定模型和传播模型的结论.第二,内部因素主要包括受会展业带动效应的驱动、通过扶持展会数量进而带动质量的发展倾向、表明政府态度和增强行业信心的需要、体现会展业在城市发展中的地位；外部因素包括学习、竞争、压力.第三,由于效果感知模糊,地方政府在出台此类政策时存在非理性的比拼式竞争,主要源于效仿和学习.第四,政府方纠结于矛盾与反思之中,一方面认识到资金补贴并非最重要的因素,但另一方面倘若没有资金支持政策又有可能陷入不作为、不竞争的境地.

Study on the Diffusion of Financial Policy toward China's Urban MICE Industry: Based on the Internal Determinant Model and Perspective of Diffusion-type Analysis

In the past five years,China’s MICE financial policy has become a typical policy emulated and learned from each other by local governments.Fast diffusion speed and wide sphere of diffusion are regarded as one of the necessary prerequisites in the urban MICE competitions.However,MICE industry has its strong industrial feature and peculiar regulation.Both the government and industrial circle are not clear about the objective and efficacy of its financial policy and emulation and diffusion continue to be expanded.Under the present circumstances,it is still a blind point for various local governments to understand the reasons of adopting MICE financial policy and its affecting factors and make theoretical interpretations.The paper,by applying qualitative study method to collect data,makes the following conclusions: 1.The adoption of financial policy by local governments is co-determined by internal and external factors,which further confirms the conclusion made by foreign scholars that two models(determinant model and diffusion model) cannot be segregated.2.Internal factors mainly include the drive power brought up by economic effect of MICE industry;the tendency of developing number of exhibitions first and upgrading quality;the need of government attitude and growing confidence;the status of MICE industry in urban development that affects the formulation of policies.External factors include learning,competition and pressure.3.Because of vague sense of effects,there exist irrational competitions among local governments as they propose financial policy on MICE industry,which is the results of their emulation and learning.4.Local governments are entangled in contradictions and rethinking.On the one hand,the governments are aware that financial subsidies are not the most important factor,but on the other hand they might be plunged into a dilemma without the policy of financial support.