社会市场学方法在健康教育和行为干预中的应用

Application of Social Marketing in Health Education and Behavior Intervention

改变行为和生活方式是健康教育工作的核心,社会市场学方法是目前以行为改变为目标的有效方法之一。社会市场学方法提出以目标人群为中心的工作理念,借用商业市场技巧进行传播、教育和干预活动,达到改变行为的目的。本文对社会市场学原理及其在国外健康教育项目中的成功应用进行了回顾,并就应用社会市场学方法指导国内健康教育工作进行了思考。

The core of health education is behavior change.Social marketing is one of effective ways aimed at behavior change.Social marketing applies commercial marketing methods to health communication,education and intervention with the consumer orientation attitude and achieves the goal of behavior change.This articale introduces the principles of social marketing, which looks back on the application of social marketing in overseas health education programme and discusses the application in health education of China.