Wayman Jennifer J Clay, Beall Tom, Thackeray Rosemary, Brown Kelli R McCormack
Ogilvy Public Relations Worldwide, Washington, DC, USA.
Health Promot Pract. 2007 Apr;8(2):134-9. doi: 10.1177/1524839906299017.
In public health social marketing, is there such a thing as "healthy competition," or is the term an oxymoron? The primary focus of this article is on a type of competition that may not often be considered by public health social marketers--competition from other marketing activities that exist in the marketplace in which your intervention is operating. This could also be termed "promotion" competition. The purpose of this article is to briefly review promotion competition and then review competitive factors that can impact a social marketing initiative's success, examine how to conduct a useful competitive analysis, and offer strategies for maximizing the benefits and minimizing the negative implications of competition on your efforts.
在公共卫生社会营销中，是否存在“健康竞争”这回事，还是说这个词本身就是自相矛盾的？本文的主要关注点是一种公共卫生社会营销人员可能不常考虑的竞争类型——来自你所开展干预措施的市场中其他营销活动的竞争。这也可称为“促销”竞争。本文旨在简要回顾促销竞争，接着审视可能影响社会营销活动成功的竞争因素，探讨如何进行有效的竞争分析，并提供策略，以最大化竞争给你的工作带来的益处，同时将其负面影响降至最低。
