社会营销策略在社区控烟中的应用

The application of social marketing strategy in community tobacco control

社会营销通过市场营销的原理与技术影响目标受众,促进社会行为的改变,从而促进个人、集体或社会整体利益。该研究将社会营销的方法应用于社区控烟干预中,根据受众细分的原则,通过不同促销策略促成目标行为,并取得良好效果。

Social marketing is the use of marketing principles and techniques to impact a target audience to accept, reject, modify or abandon their behavior for the benefit of individual, groups or society as a whole. The methods of social marketing are applied in tobacco control in Changqiao community. According to the market focus principle, the study applied different strategy among target population and made some effects in tobacco control.