Lead: What is the key to social marketing? Society? That is to dig out the social attributes of enterprises and transfer the economic (commercial) operation mode to the social public sphere. In the period of social marketing, it becomes conscious to engage in things within its social attributes, and the economic attributes of enterprises are the basis for survival and development. Therefore, its ultimate goal is economic benefits, and social benefits are just a relatively easy-to-use means that has gradually developed.
Social marketing is a solution that uses commercial marketing means to achieve social welfare purposes or uses social welfare values to promote commercial services. Marketing is a working strategy that consciously changes consumers' behavior. Others may have used that brand, but the purpose of marketing can make it a user of my brand. In this sense, social marketing, like other commercial marketing, is the pursuit of successful influence and change on consumer behavior. There are three possible ways to change behavior: 1) Rule intervention is mandatory intervention, which people accept based on fear, but it is also a short-term efficient and long-term inefficient intervention; 2) Interest intervention is the most widely used intervention, but it is also the most stereotyped intervention mode; 3) Relationship intervention is the most important intervention method in society, and it also has the most lasting influence. By changing the relationship between the audience and the intervener, it integrates the behavior of the object into the expected route of the intervener. Interest intervention is a typical model of general commercial marketing, while relationship intervention and partial rule intervention are social marketing. Compared with the general commercial marketing model, the motivation of behavior change pursued by social marketing comes more from non-commercial motives or simulates non-commercial behaviors as commercial selling points. In this way, we can see two routes of social marketing: commercial marketing of public projects and public welfare marketing of commercial projects.
Promote public welfare with commercial mechanism and sell goods for non-commercial reasons.
Economic emphasis? Economic man? Only economic rationality, emphasizing that the motivation of behavior comes from selfish calculation; Sociological aspects? Social man? Social, thinking that people's behavior motivation is not only the result of interest calculation, but even rational (such as following the trend), as well as constraints and considerations from other aspects (such as customs). The principle of social marketing recognizes that people have both economic rationality and social rationality, so commercial motivation and non-commercial motivation have their own values and limitations: the government provides public products and enterprises provide commercial products; In order to make the public accept its services, the modern government needs to actively mobilize individual citizens, and the products of commercial enterprises are provided to the public, which is a wide range of services. Therefore, in public services and commercial services, both public and private mechanisms are playing a role, and the difference is only the degree and emphasis. Traditional public welfare management is inefficient and criticized; In the fierce competition, it is difficult to attract attention to the concept promotion of commercial products in business. So in this case, the development of social marketing comes from these two aspects.
In recent ten years, with the support of global government departments, public and private institutions, social marketing has developed rapidly in many countries around the world. It is used to promote many health care products and services, including male and female condoms, contraceptives, soap, smoking cessation products, mosquito nets, iodized salt, voluntary counseling and testing for AIDS, etc. The impetus of social marketing development in recent years comes from political reform: for example, in Europe, in recent ten years, the Conservative Party and the Socialist Party unanimously disagreed with the state management model of industry, and more and more businesses were handled by business models. Today's China administration is also beginning to realize this.
If we pull a line now, the two ends of the line are two products made by pure commercial promotion and public welfare promotion, and social marketing is in between. Products that can be used by pure commercial means are that all consumers have a consensus on the product and understand that this product is purely market-oriented (cars, mobile phones, cosmetics); The development of commercial products that appeal to the public interest, such as promoting rural investment and emerging scientific and technological products, usually needs some public welfare support, because many people's knowledge and insight are not enough to understand the value of these products; Pure public welfare means are aimed at people who recognize the need but no one has the motivation to do it, so they use the special support of public policies, such as the treatment of poor AIDS patients, new energy sources with long benefit period, new delivery methods, immunization and so on; Other products can be commercialized and need strong social support, such as school construction, water-saving activities, environmental protection industries and so on. The industrialization of education should be a typical social marketing concept in the marketing sense: if education is regarded as a product, it is one of the most backward service industries in China. A very important reason is that the service system is official. From product research and development to image promotion, it is full of rigid procedures, no business sense, no product vividness and no promotion vividness.
So far, directly open for use? Social marketing? Many of the above-mentioned projects are aimed at the health problems of some countries or regions, and are implemented by international funding agencies in the form of aid funds. For example, the funds for social marketing projects to prevent AIDS mainly come from the Department for International Development (DFID) of the British government, the United States Agency for International Development (USIA) and United Nations agencies. At present, the main social marketing executing agencies in the field of public health in the world are: FuturesGroup, PSI, DKT and MST. With the support of aid funds, social marketing agencies provide promotion expenses for the project by subsidizing the prices of the products they promote, or by uniting manufacturers and distributors, and require manufacturers or distributors to reduce the prices of products so that the target population can afford them. But the definition of social marketing here is narrow.
In recent years, the United Nations has advocated the PPPPublicPrivatePartnership model and the BSR Business for Social Responsibility movement. The United Nations Development Programme, the United Nations Industrial Development Organization, the World Bank and other institutions put more emphasis on the value of PPP model in their development projects. In this model, the United Nations encourages government departments to fully cooperate with the private sector, actively use reasonable components in the business mechanism, and improve the efficiency and operational motivation of public development projects.
On the other hand, including the International Labour Organization, the United Nations Textbook Organization and more non-governmental organizations, support enterprises to have more awareness and actions of consciously assuming social responsibilities, and strive to be corporate citizens: companies that do business should not only do business, but also have social responsibilities. For example, enterprises that produce automobiles cannot only care about power, regardless of automobile exhaust, or only care about fashion and safety. A considerable number of multinational companies regard corporate citizenship as an important part of their own enterprise development prospects. These efforts from the public and private sectors have become an important condition for the development of social marketing. In China, enterprises have quietly started to borrow social marketing principles. Foton Motor's car time company started on 20 1 1? Time knowledge project? This is a typical case of China enterprises applying social marketing technology. Combined with the fact that urban and rural residents in China generally attach importance to children's education, what is the theme of the first phase of this project? Auto time provides financial support for users' children? I hope to take this opportunity to create a good learning environment for the children of truck drivers and help their users solve their worries; Parents' long-cherished wish for their children to go to college, which auto time will be launched in due course? Time knowledge project? The second phase of the activity will provide scholarships for the children of new users who are admitted to the university during the activity. ? Time knowledge project? Embody the automobile age with concrete actions? Create a better future? Consistent brand concept, highlighting its industry leader style. By caring for users' children, users can truly appreciate the good intentions of manufacturers and find a unique way to enhance users' emotional benefits.
4P in Social Marketing
Products in social marketing activities also have 4P designs: first? p？ Product: In a social marketing project, it can be a tangible commodity (contraceptive), a service (venereal disease check-up), a habit (breast-feeding) or an intangible concept (environmental protection), but this product must have obvious or revealed public social value in different degrees, and can change people's behaviors and concepts through social mobilization. In social marketing, due to the interaction between the public sector and the private sector, the change of core concepts and their communication modes is more important. Second? p？ Promotion: The promotion activities of social marketing projects need to use various communication channels and based on various effective methods to convey relevant information to the target population. The biggest feature of social marketing promotion is to use non-commercial mode in pure commercial activities or to express the value of public welfare action by commercial means. Third? p？ Place: refers to the place where social marketing products or services can be obtained. Proximity and convenience are important features that are different from the non-commercial products and services provided in the past. At the same time, traditionally, the channels of public products and commercial products are separated, but in social marketing, the two should be integrated for the purpose of being most conducive to the arrival of consumers. Fourth? p？ Price: Social marketing projects strive to reduce the cost of behavior change through investigation and research (including not only price, but also time, energy, changing old habits, emotional investment, etc.). ). Therefore, the price of social marketing products is often very competitive, but it is not a simple low price, and consumers' price elasticity expectations should be considered. For example, in order to promote safe sex, the government ordered two yuan 12 packs of condoms, but the sales volume was not as good as that of 18 yuan, because it violated the commercial nature. Commerciality is what many people usually agree with? You get what you pay for? It is naturally accepted that good things should be expensive. Too expensive because you can't afford it, not because you don't want to buy it.
Under the guiding principle of Sino-British cooperation project on STD/AIDS prevention, as an international NGO, European Outlook Group's condom social marketing activities in China are based on the actual situation in China, and its partner Qingdao Shuangdie Condom Company in China is committed to expanding the four P's of social marketing: products provide technical support for local condom manufacturers to make their products meet international quality standards and ensure that all products promoted under social marketing projects meet international standards; Through various publicity and education materials, point-of-sale training activities, mobile performances, games, radio and other forms of media publicity, improve the use of high-quality condoms in high-risk groups and the general population; Location has expanded new condom sales channels, including vending machines, grocery stores, supermarkets, and 24-hour condom consultation and supply hotlines. At the same time, thousands of salespeople from different organizations received condom and AIDS training in Yunnan and Sichuan to promote high-quality condoms. The price prospect group did not subsidize the price of condoms, but determined the price of commercial channels together with manufacturers according to the actual market demand.
Branding of public welfare action, new brand elements and socialized resources in commercial action
Socialized marketing activity is one of the most remarkable modes to change the past public activity mode. We know that a large number of public products in the past had no brands. Branding of public activities and services makes related products more spread and attractive to beneficiaries, which helps them to choose and identify. At the same time, branding and its related business communication mode also soften the traditional dull color of social marketing products. Many practices have proved that adopting appropriate business mechanisms in public activities can improve work efficiency: it can avoid misuse and waste caused by free public services; Can make the project more sustainable; Sales figures can be used as quantitative indicators to measure the performance of target groups; It can promote the personal planning and management awareness of target participants on the basis of reasonable resource allocation. For example, the proposal of Zero Forward Strategy suggests that in South-South cooperation projects in which China participates, it is better to establish a more commercial Chinese medicine sales system than to implement the free medical service team plan in China donor countries; Instead of providing poverty alleviation assistance funds in some African countries, it is better to export production capacity by providing low-cost farming technology and agricultural equipment. In cooperation with Mary Steph in the UK, Zero Research Group branded its project action, and the whole project was named and made a nice LOGO. You and him? Encourage young people who are sexually active to have safe and responsible sex, and advocate healthy and open sex education. This brand has great influence among some middle school students in the central and western regions.
From the perspective of commercial services and products, consumers are used to guiding over-commercialized value demands, especially high value-added products. People are willing to see more factors showing business personality besides homogeneous products. In the deep value of the brand, in fact, the role of commercialization only represents an enterprise's ability to pursue exchange fairly in the commercial sense, but no matter how you flaunt your brand, an enterprise can't escape from the category of snobbery. ? Snobbish is not noble, only ordinary vulgarity. Is nobility related to business or not? . Therefore, exploring the social characteristics of consumers will not only help us understand the social and cultural characteristics of target consumer groups and the root causes of their demand changes, but also find a new perspective or new material to drive people to pay attention to our brand. Compared with its competitors, FIATA has more loyal watch users. Because watch consumption tends to be short-term, the replacement rate of watches is increasing, but simply reducing prices directly to attract old customers will have a negative impact on brand value. Fiyta and the Start of Project Hope? Let all children keep pace with the times? The cooperative project allows all Fiyta consumers to donate more than 60% of their old watches to children who hope to project, and they can get any new Fiyta watches at 60% price. Fiyta as a hope project? Long March to help students? The only watch sponsor of this activity sent watches to the children of Hope School through activities along the Long March. Flying users were reluctant to give up their old watches before, but they didn't want to just carry them with them. Now they can wear new watches, express their love and establish contact with the recipients. For many children in Hope Primary School, this old watch is the only one in their home and even in the whole village. Fiyta realizes the reuse of its huge user base through cooperation with Hope Project. Establish the social image of the brand and open up new sources of sales power; Improve customer satisfaction and loyalty when customer groups are satisfied with interests and charity psychology; In recent years, the most distinctive promotional activities in the same industry have broken away from the distinctive image of competitive brands; Fiyta thus established a relationship with youth groups, laying the foundation for developing new brands and new products of youth fashion watches.
In addition, we know that the policy resources available for commercial products have decreased sharply, but the socialized marketing of public services and commercial products is likely to be supported by government policies in related fields (public safety, environmental protection, public health, youth protection, women's rights and interests, etc.). ), so that you can use public resources, political support and special offers that cannot be used for certain commercial products and services. This resource characteristic of social marketing effectively controls the short-term operating costs and attracts some other resources.
Social marketing is not a perfect solution.
Although people have widely tried to carry out some or all social marketing projects, there are still some problems in the actual operation of social marketing, which need our attention: 1) Due to the need to cooperate with a considerable number of government departments and public organizations, there are coordination and communication problems between different management models, which may lead to inefficient social marketing actions; 2) Only try to use social marketing technology in some links, and insufficient social marketing behavior leads to low matching degree and low efficiency of the whole workflow; 3) Most of the talents we may get now are from traditional public management or traditional commercial marketing, and there is a lack of talents who can balance the understanding of commercial marketing skills and public management principles, thus making the marketing process management lack of suitable managers; 4) Similar products in non-social marketing departments also have competition and interference with similar names, so users cannot simply distinguish right from wrong.
To make good use of social marketing means, we need to realize the special value of social marketing, which to some extent just makes up for the defect that we artificially separate the social motivation and economic motivation of consumers in the traditional sense. From the perspective of professional social marketers, we should understand the interpersonal relationship in social life and the cultural principles of interpersonal communication; The occurrence principle of sensitive social popular system and the motive force of social psychological change; Integrate and coordinate general marketing methods, social mobilization methods and social marketing methods into a consistent behavior with inherent rationality, and continuously serve the goals pursued by the organization; Finally, even if the utility of social marketing technology is used at first, the social knowledge and social ideal of marketers will be consolidated and developed in the process of practicing social marketing, which is precisely the weakest part of many traditional marketing knowledge and the most emphasized part of social marketing.
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