基于价值共创的垃圾处理服务变革和社会营销策略  

The Transformation and Social Marketing Strategies of Garbage Disposal Service Based on Value Co-Creation

作　　者：吴清津[1] 邹锐[1] 杨春梅[1] 黄萍[1] 许燕纯 

机构地区：[1]广东外语外贸大学国际工商管理学院,广东广州510420

出　　处：《中国人口·资源与环境》2014年第2期119-124,共6页China Population,Resources and Environment

摘　　要：垃圾分类处理是城市可持续发展的必然要求。目前,我国多个城市都对垃圾处理服务变革方式进行了探索,并陆续开展了城市垃圾分类试点工作,但成效甚微。本研究在价值共创理念的基础上,探讨民众在垃圾处理服务变革中的感知价值类型,并分析价值感知的前因和结果变量在其中的作用,即观察价值影响因素、民众感知价值和其支持行为之间的关系。通过深度访谈和问卷调查法,本项研究发现,民众的感知价值包含功能价值、社交价值、利他价值三个类型,感知价值能有效增强民众对垃圾分类政策的支持行为。政府与市民的双向沟通、服务变革的实施环境氛围、民众对服务变革的公平感知及其变革意识,可以提升民众的感知价值。最后,研究提出了推进垃圾处理服务变革的社会营销策略,建议政府明确各方定位,并进一步完善垃圾分类制度方案,实现精细化城市管理,着力提升垃圾分类服务变革的功能价值、社交价值和利他价值,调动民众积极参与,同时重视民众公平感知,维护价值共创。Garbage sorting is an indispensable requirement for sustainable urban development. Many cities in China began to reform the garbage disposal service and started many pilot programs, but the outcomes were not ideal. This study investigated people＇ s perceived values of the transformation of garbage disposal service, and the dimensions and antecedents of consumer value. We examined the relationships among the influential factors, people＇ s perceived values and their supportive actions based on the concept of value co-creation. In-depth interviews and questionnaires were conducted. The results showed that functional value, social value and altruistic value are the three dimensions of people＇ s perceived values, which can effectively enhance people＇ s supportive actions to garbage sorting policy. People＇s perceived values are affected positively by the bilateral communication between government and citizens, the implementation atmosphere, people＇ s perception of justice and their consciousness of service transformation. Social marketing strategies for the transformation of garbage disposal service are discussed at the end of the paper. It is suggested that the government should clearly determine the positions of all parties, further improve the garbage sorting programs to achieve the elaborate city management, enhance the functional value, social value and altruistic value of the transformation of garbage disposal service, motivate the active participation of the public, and focus on the public perception of justice and the maintenance of value co-creation.

关 键 词：垃圾分类 社会营销 公民参与 价值共创 

分 类 号：F272.5[经济管理—企业管理]