The Study Of The Village Behavior Pattern In Project Promotion

Why some villages can rise and other villages are standstill in the project promotion? In this paper, a case research is made with two “Beautiful villages” as an example in Jinjiang. Based on the summary of "beautiful village" project appraisal content, we generalized two mode of project promotion, one called "Active Climb", the other called "Passive Stagnation" according to the promotion desire, promotion motivation and promotion capabilities.Through the introduction of organization attention theory, we respectively analysis the two modes. On the one hand, the mechanism can be summarized as that: the promotion desire is decided by the degree of consistency village goals and objectives of the project; the promotion motivation is decided by the fitness of the public needs and the extent of the project; the promotion capabilities is decided by the village elite social relations resource mobilization capability. Because of the routine assessment and the lack of exit mechanism, the external stimulus comes to fail. On the other hand, the difficult positions of the two modes are summarized severally. We point out that the "Active Climb" mode should establish the target management system,build the public needs project promotion and moderately mobilize village autonomy. The "Passive Stagnation" mode should fit the objective of villages according to the project, build the persistent project incentive system and the village elite should play a bridge role in the resource maneuver.Meanwhile this paper has made some instructive significances about the constancy of attention for one organization mission and the performance legitimacy of the project through the research findings of the failure of persistent excitation in project promotion.