城市网红经济的形成与传导机制--兼论淄博烧烤走红的区域经济学意义  

The Formation and Transmission Mechanism of Internet-Famous City Economy:On the Regional Economics Significance of the Popularity of Zibo Barbecue

作　　者：张耀军[1] 毛开元 ZHANG Yaojun;MAO Kaiyuan(School of Applied Economics,Renmin University of China,Beijing 100872,China;School of Economics,Shandong University of Finance and Economics,Jinan 250014,China)

机构地区：[1]中国人民大学应用经济学院,北京100872 [2]山东财经大学经济学院,济南250014

出　　处：《开发研究》2024年第1期23-31,F0002,共10页Research On Development

基　　金：中国人民大学科学研究基金(中央高校基本科研业务费专项基金)资助项目“主体功能区规划背景下人口有序流动合理分布研究”(12XNI002)。

摘　　要：淄博烧烤由网络热点下的区域性经济事件发展成为区域公用品牌,有效带动了周边区域经济的发展。在促进区域经济增长、推动产业转型升级、提升城市品牌建设和优化空间资源配置等方面具有重大经济意义。以区域经济学视角为切入点,基于淄博烧烤事件发展过程和特征,深入剖析淄博烧烤走红对以淄博为核心的区域经济的影响,结合现实经验和未来挑战梳理淄博烧烤事件的区域经济意义。研究发现,鼓励民营经济发展、提升城市服务水平、发掘区域文化资源、抢抓流量营销机遇、扩大区域消费市场和推动政府-市场协同用力是淄博烧烤走红的六大核心机制;保持服务品质、应对市场竞争、提升创新能力是淄博烧烤行业长期发展中的关键着力点。淄博烧烤的成功为有效应对流量经济潮流,打造新型消费热点,促进区域经济转型提供有益参考,在我国推动有为政府和有效市场高效结合,激发人口大市场消费动能,促进区域经济一体化和高质量发展中具有重要实践意义。Zibo Barbecue has developed from a regional economic event as an internet fad into a regional public brand,effectively driving the economic development of the surrounding region.It has great economic significance in promoting regional economic growth,advancing industrial transformation and upgrading,enhancing urban brand-building and optimizing spatial resource allocation.From the perspective of regional economics,based on the development process and characteristics of Zibo barbecue event,this paper deeply analyzes the impact of the popularity of Zibo barbecue on the regional economy with Zibo as the core,and clarifies the regional economic significance of Zibo barbecue event with practical experience and future challenges.It is found that encouraging the development of private economy,improving urban service level,exploring regional cultural resources,seizing internet traffic marketing opportunities,expanding regional consumer market,and promoting government-market coordination are the six core mechanisms of Zibo Barbecue’s popularity.Maintaining service quality,coping with market competition,and improving innovation ability are the main focuses in the long-term development of Zibo barbecue industry.The success of Zibo Barbecue provides a useful reference for effectively responding to the trend of internet traffic economy,creating a new areas of strong consumer activity,and promoting regional economic transformation;and it has important practical significance in promoting both an efficient government and an effective market,stimulating the consumption momentum of the huge domestic market,and promoting regional economic integration and high-quality development.

关 键 词：区域公用品牌 区域协调发展 流量经济 淄博烧烤 

分 类 号：F127[经济管理—世界经济] G124[文化科学] F719