共情式营销与专业化嵌入——民间环保组织重构多元关系的实践策略

Empathetic Marketing and Specialized Embeddedness ——The Strategic Practice of the Reconstruction of Pluralistic Relationship of Environmental NGO

民间环保组织是重构环境治理多元社会关系的重要主体。面对差异化的利益主体,民间环保组织必须提升话语技艺,并适时调整行动策略。"绿水"的探索与实践表明,共情式营销与专业化嵌入在重构良性的社会关系和推动协同治污方面发挥了重要作用。共情式营销包括政府面向的情感化互动、企业面向的共鸣性互动以及公众面向的亲和性互动,专业化嵌入则包括深化专业合作和依托权威平台。这种实践策略改变了民间环保组织在"环保小世界"方面突而不破的困境,推动了政社与社企关系重塑以及环境治理体系现代化的建设进程。

The environmental NGO is an important body of environmental governance and social relations reconstruction.The differentiation of environmental stakeholders requires more and more communication skills and action strategies.Empathetic marketing and specialized embeddedness play important roles in rebuilding benign social relations and promoting collaborative pollution governance.Empathetic marketing includes emotional interaction for the government,resonant interaction for the enterprise and amiable communication for the public.Specialized embeddedness includes deepening professional cooperation and relying on authoritative platform.The strategic practice changes the dilemma of environmental protection in a small world,promotes the reconstruction of the relationship among government,society and enterprise,as well as the modernization process of environmental governance system.