中国社会营销理论及应用研究综述  

Summary of Social marketing Theory and Application Research in China

作　　者：张旭东 宋瑾 王海涛 朱玉媛 ZHAng Xu-dong;Song Jin;Wang Hai-tao;Zhu Yu-yuan(School of Management and Economics,Kunming University of Science and Technology,Kunming 650093,Yunnan Province;Policy,Regulation and Innovation System Construction Division,Science and Technology Department of Yunnan Province,Kunming 650051,Yunnan Province)

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650093 [2]云南省科技厅政策法规与创新体系建设处,云南昆明650051

出　　处：《江苏商论》2023年第10期14-16,23,共4页Jiangsu Commercial Forum

基　　金：云南省科技发展战略与政策研究专项“提升云南省科技成果转化效率和质量的对策研究”(202104AL030007)。

摘　　要：社会营销是市场营销发展下的产物,旨在利用市场营销学的理论与方法提高社会观念的推广效率,提高社会福利水平。本文通过梳理社会营销领域相关文献,比较了社会营销与市场营销的差异和应用4Ps理论解释社会营销存在的缺陷。梳理社会营销理论在实践中的应用,指出周期长是社会营销的效果难以评价和实施的主因。研究建议,从买方视角的4Cs理论重新思考社会营销与市场营销的结合点,推进社会营销理论创新,并在实践中将企业、社会组织纳入社会营销的实施主体,以推进社会营销的发展。Social marketing is the product of the development of marketing,which aims to improve the promotion efficiency of social concepts and improve the level of social welfare by using the theories and methods of marketing.This paper compares the differences between Social marketing and marketing and the defects of applying 4Ps theory to explain Social marketing by combing the relevant literature in the field of Social marketing.It combs the application of Social marketing theory in practice and points out that the long cycle is the main reason why the effect of Social marketing is difficult to evaluate and implement.The research suggests that the combination of Social marketing and marketing should be reconsidered from the perspective of 4Cs theory from the buyer,promote the theoretical innovation of Social marketing,and incorporate enterprises and social organizations into the implementation of Social marketing in practice to promote the development of Social marketing.

关 键 词：社会营销 市场营销 社会变革 

分 类 号：F71[经济管理—产业经济]