论社会营销及其行为改变策略

On Social Marketing and Behavior Changing Tactics

社会营销在我国尚处于初步实践阶段,社会营销活动涉及面广、周期长且成功率较低,主要归因于社会营销实施者对社会营销要素的认识及其实施策略的设计不足。本文在分析社会营销的内涵及其营销要素的基础上,参照库尔特·卢因的行为模型,提出了行为改变因素体系,构建了社会营销下的目标群体行为改变策略,并提出了目标群体行为改变策略的基本原则。

Social marketing is on preliminary practice stage in China.The social marketing programs involve a wide range of knowledge, long period and low success rate, which mainly ascribe to the insufficient understanding of elements of social marketing and defectively designing of implementing tactics.This paper aims at offering a beneficial reference for making tactics of social marketing. Firstly, this article explains the meaning and key element of social marketing, then proposes the behavior changing factor system on the basis of behavior model of Kurt Lu, constructs the target group behavior changing tactics under the social marketing, finally provides the basic principle of the strategy of target group behavior changing.