社会企业、市场营销和可持续的公共服务提供

Social enterprises,marketing,and sustainable public service provision

本文探讨了社会企业是否有能力履行围绕它们的公共政策责任,成为可持续的公共服务提供者。通过调查这些企业在英格兰东北部的市场营销活动,并重点关注提供成年人社会护理公共服务的社会企业,本研究发现社会企业正在使用以产品为主导的营销方式,而不是服务导向的关系营销方式。这削弱了它们与所有重要的利益相关者建立持久关系的能力,而这正是有效服务管理的关键,还严重削弱了它们作为可持续公共服务提供者的潜力。本文运用服务理论建立了营销和商业实践的替代模型,该模型正是基于建立这种关系的需要而建立的。

This article explores whether social enterprises are capable of fulfilling the public policy rhetoric surrounding them,to become sustainable providers of public services.It does this by examining their marketing activity within North-East England and focuses on social enterprises delivering adult social care public services.It finds that social enterprises are employing a product-dominant approach to marketing rather than a service-oriented,relationship marketing,approach.This undermines their ability to build the enduring relationships with all their key stakeholders that are the key to effective service management and fatally weakens their potential as sustainable public service providers.The article subsequently uses service theory to build an alternative model of marketing and business practice predicated precisely upon the need to build such relationships.