政府营销视角下农民工返乡创业扶持政策研究  

Research on the Supporting Policy of Migrant Workers Returning to Hometown from the Perspective of Government Marketing

作　　者：吴采萱 WU Caixuan(Shanghai Normal University,Shanghai 200234)

机构地区：[1]上海师范大学,上海200234

出　　处：《武夷学院学报》2020年第5期34-39,共6页Journal of Wuyi University

基　　金：2018年国家社会科学基金项目(18BZZ010)。

摘　　要：乡村振兴战略的提出是建设现代化经济体系的重要基础,是健全现代社会治理格局的固本之策,是实现全体人民共同富裕的必然选择。实施乡村振兴战略与农民工返乡创业之间具有密切的关系。农民工返乡创业成功对于逐步实现乡村振兴战略具有一定促进作用。由于农民工自身创业能力等因素限制,也存在创业失败的风险。从政府营销经典的4Ps要素角度,对乡村振兴背景下的农民工返乡创业的国家和地方扶持政策进行分析,并针对产品、价格、渠道、沟通等方面的不足提出具体的建议。The proposal of rural revitalization strategy is an important cornerstone for building a modern economic system,a solid foundation for improving the modern social governance structure,and an inevitable choice for realizing the common prosperity of entire population.In this work,we confirmed a close relationship between the implementation of the rural revitalization strategy and the return of migrant workers to entrepreneurship.A certain positive effect was identified with the business of returned migrant workers on the rural revitalization strategy.However,there was also the risk of entrepreneurial failure due to factors such as their limited capabilities.We hereby analyzed the supporting policies of migrant workers returning to their hometowns from the perspective of the 4Ps,under the background of rural revitalization elements of government marketing classics,and put forward specific suggestions on the shortcomings of products,prices,channels and communication.

关 键 词：乡村振兴 农民工 返乡创业 政府营销 

分 类 号：F32[经济管理—产业经济]