Lefebvre R C, Flora J A
Division of Health Education, Memorial Hospital of Rhode Island, Pawtucket 02860.
Health Educ Q. 1988 Fall;15(3):299-315. doi: 10.1177/109019818801500305.
The rapid proliferation of community-based health education programs has out-paced the knowledge base of behavior change strategies that are appropriate and effective for public health interventions. However, experiences from a variety of large-scale studies suggest that principles and techniques of social marketing may help bridge this gap. This article discusses eight essential aspects of the social marketing process: the use of a consumer orientation to develop and market intervention techniques, exchange theory as a model from which to conceptualize service delivery and program participation, audience analysis and segmentation strategies, the use of formative research in program design and pretesting of intervention materials, channel analysis for devising distribution systems and promotional campaigns, employment of the "marketing mix" concept in intervention planning and implementation, development of a process tracking system, and a management process of problem analysis, planning, implementation, feedback and control functions. Attention to such variables could result in more cost-effective programs that reach larger numbers of the target audience.
基于社区的健康教育项目迅速扩散，其速度超过了适用于公共卫生干预且有效的行为改变策略的知识基础。然而，各种大规模研究的经验表明，社会营销的原则和技术可能有助于弥补这一差距。本文讨论了社会营销过程的八个基本方面：利用消费者导向来开发和营销干预技术；以交换理论为模型来概念化服务提供和项目参与；受众分析和细分策略；在项目设计和干预材料预测试中运用形成性研究；渠道分析以设计分销系统和促销活动；在干预规划和实施中运用“营销组合”概念；开发过程跟踪系统；以及问题分析、规划、实施、反馈和控制功能的管理过程。关注这些变量可能会产生更具成本效益的项目，从而覆盖更多目标受众。
