社会营销视域下河南平安文化建设路径选择

The Path Choice of Henan Ping'an Culture Construction under the Vision of Social Marketing

平安文化建设已经成为河南省公共领域综合治理的焦点之一。基于社会营销的理论框架,以河南省建设平安河南的现状为切入点,提炼出契合河南建设平安文化的新的"6P策略",提出了社会营销视域下社会各界携手创建平安河南的运作新机理。从市场细分与目标顾客选择出发,优化平安文化倡导的运作机制,以促进营销对象行为的转变,提升公众的社会福利水平,促进河南省整体社会环境的改善。

The construction of Ping’an Culture has become one of the focuses of comprehensive management of public areas in Henan Province.Based on the theoretical framework of social marketing,taking the status quo of building Henan Province in Henan Province as the starting point,we extracted a new“6P Strategy”that fits Henan’s safe culture construction,and proposed a new operation mechanism of the community in the social marketing field.Starting from market segmentation and target customer selection,the operation mechanism advocated by Ping’an Culture is optimized to promote the transformation of marketing target behavior,improve the public welfare level of the public,and promote the improvement of the overall social environment in Henan Province.