贵州城乡铁酱油社会营销干预研究

Study on social marketing intervention on iron-fortified soy sauce in urban and rural areas in Guizhou

目的 探讨在贵州省应用社会营销理论推广铁酱油的可行性和有效性.方法 采用以社区为基础的类实验方案设计,城乡干预组、对照组均为140人左右.根据健康信念模式和计划行为理论自行设计问卷作为评价工具.采用4P-4C综合社会营销策略进行干预,干预组所在地区进行人际传播健康教育.结果 社会营销提高了城乡妇女铁酱油的知识、增强了对铁酱油益处的认知、减少了对铁酱油的担心、增强了购买意向,也不同程度地提高了便利性,促进了购买行为.干预组与对照组相比,认知、信念、意向方面的净提高率在7%～20%之间,购买率约增加了30%.结论 铁酱油在贵州的社会营销干预,尤其是人际传播和赠送铁酱油策略是可行的、有效的,可以推广到类似地区,同时要更加关注农村地区的供应问题.

Objective To test the feasibility and effectiveness of social marketing to improve consumption of ironfortified soy sauce （FeSS） in Guizhou Province, China. Methods A community-based intervention trial was conducted among four groups of people, experiment group and control group in rural areas, and those in urban areas, respectively. There were about 140 women in each group. Questionnaire surveys based on the Theory of Planned Behavior （TPB） and Health Belief Model （HBM） were administered. Integrated 4P - 4C social marketing strategies were implemented and interpersonal communication was conducted in experimental groups. Results Social marketing campaign increased knowledge of FeSS, promoted positive attitudes towards FeSS, diminished worries about FeSS, enhanced intention, and increased convenience to some extent. Compared with the control groups, the net effect of increasing rates on perception, belief and intention were 7% -20% in the experiment groups. As for behavior, new buyers in rural and urban intervention groups increased by nearly 30% more than those in control groups. Conclusion Social marketing of FeSS, especially interpersonal communication and gift FeSS strategies, are feasible and effective to improve perception, belief and consumption of FeSS among women in Guizhou, China. Poor rural areas may be given special attentions on FeSS supply in future programs.