社会营销理论在水土保持中的应用  

Application of Theory of Social Marketing to Soil and Water Conservation

作　　者：周月鲁[1] 

机构地区：[1]河海大学

出　　处：《中国水土保持》2005年第7期1-2,共2页Soil and Water Conservation in China

摘　　要：通过分析我国水土保持存在的问题,认为遏制水土流失关键是有效地提升公众水土保持意识、改变与强化公众的水土保持行为。水土保持社会营销的内容主要包括以下几个方面:促进社会水土保持意识的改变及提升;促进水土保持积极行为的达成;促进社会资源的有效利用。我国水土保持应引入并运用相关的营销理念及方法以保证水土流失治理的有效开展。The paper considers that the key method of controlling soil and water loss is to effectively strengthen the sense of soil and water conservation and change the action of soil and water conservation of the public through analysis on the existing problems of soil and water conservation. The main components of soil and water conservation social marketing include promoting the change and further sense of soil and water conservation; promoting positive actions on soil and water conservation and promoting effective utilization of social resources. In order to guarantee effective management of soil and water loss, China should introduce and apply correlated marketing concepts and methods on soil and water conservation.

关 键 词：水土保持 观念 社会营销 

分 类 号：F713.5[经济管理—市场营销]