城市品牌促进了城市发展吗？——基于“全国文明城市”的准自然实验研究

《财经研究》 2021年47卷第1期 页码：32 - 46  online：2020年12月30日

城市品牌促进了城市发展吗？——基于“全国文明城市”的准自然实验研究

Does City Brand Promote City Development? A Quasi-natural Experimental Study Based on “National Civilized City”

作者（中）：姚鹏1, 2, 张泽邦3 *, 孙久文3, 闫昊生4

作者（英）：Yao Peng1, 2, Zhang Zebang3 *, Sun Jiuwen3, Yan Haosheng4

作者单位：1.曲阜师范大学 经济学院，山东 日照 276825 2.山东大学 经济学院，山东 济南 250100 3.中国人民大学 应用经济学院， 北京 100872 4.中央财经大学 财经研究院， 北京 100081

摘要：在现代经济社会中，品牌蕴含着巨大的价值。文章构建了一个理论模型，利用2003−2015年地级市的面板数据，以城市入选“全国文明城市”作为准自然实验，通过双重差分、匹配双重差分和工具变量等方法研究了城市品牌价值提升对于城市发展的影响，并分析了土地供给管制在其中发挥的作用。研究发现，城市品牌价值的提升可以提高城市总产值、总人口和土地价格，而土地供给管制会降低品牌价值对于城市总产值的贡献，扩大对土地价格的影响程度，因此中国建设用地供给的严格管制导致城市品牌价值的提升主要体现在土地价格的抬升方面。文章的发现不仅证实了品牌价值提升对城市发展的积极影响，同时也拓宽了中国土地问题的研究视角。

关键词：全国文明城市; 品牌价值; 土地供给管制

Summary: In the modern economic society, a brand contains great value. However, there is little research on the value of city brand. On the one hand, research on brand value mainly focuses on the enterprise level. On the other hand, research on urban soft environment rarely analyzes the impact of brand value on cities. The reasons may be as follows: First, the research is mainly concerned with the production function of the city, there is little research on the living function, and few economic studies pay attention to the cultural function of the city. Second, the value of city brand is not easy to be measured properly.“National Civilized City” provides an opportunity to solve the above problems. On the one hand, “National Civilized City” is a comprehensive honorary title reflecting the overall civilization level of the city, and it is the highest honor in the national evaluation of cities. So, it has received positive response from local governments. On the other hand, except for winning the honorary title, cities have not been given preferential resources and preferential policies by the central government. Therefore, the impact of brand value on the city can be cleanly identified.This paper constructs a simple theoretical model and finds that the value of city brand affects the total output of the city and also acts on the total population and the land price, and the degree of control of land supply is an important influencing factor. This paper also regards “National Civilized City” as a quasi-experiment to test the findings of the theoretical model, using panel data of prefecture-level cities in China from 2003—2015. It is found that the promotion of city brand value can increase the total output of the city and promote the development of the city. This promotion effect is reflected in the rising of the total population and the land price, but mainly reflected in the land price. This paper also finds that land supply regulation will reduce the contribution of brand value to the city’s gross production and increase the impact on the land price. It further examines the heterogeneity of the impact of brand value across different types of cities.The anticipated contribution of this paper is as follows: On the one hand, it identifies the net impact of city brand value on city development properly, fills the gap in the research on city brand value, and provides an academic basis for local governments’ brand value construction. On the other hand, it also finds that land supply regulation plays a key role, which broadens the research on the impact of land supply on cities, and provides new empirical evidence for the future optimization of land policy in China.

Key words: National Civilized City; brand value; land supply regulation

DOI：10.16538/j.cnki.jfe.20200616.404

收稿日期：2019-9-24

基金项目：国家社会科学基金青年项目（19CJL021）

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