Research On The Application Of The Concept Of Social Marketing In Family Planning

The population safety is one important issue in the current society. And family planning is a necessary method in solving this problem. The past thirty years witnesses China's achievements that attracted worldwide attention in birth control. These achievements ensure the stability and sustained development of the world.With the establishment of socialist market economy system and accession into the WTO, China has been raising its globalization level day by day. Under the circumstances of China's economy development and social progresses, the former practice of carrying out the Family Planning Policy exclusively by administrative means is no longer effective. Consequently, this paper is designated to analyze the implementation of the Family Planning Policy under new situation.Beginning with the origin and development of the theory of social marketing, this paper puts forward and analyzes the trend of and possibility in implementing the Family Planning Policy employing the concept of social marketing. The emphasis of this paper is to discuss how to comprehensively make full use of strategies such as propaganda, education, award and social security to help people form correct knowledge about birth control while at the same time meet their need of reproduction, so that they can acquire a new concept of childbearing in the coordinative development among individual, family and society as a whole and conscientiously observe the Family Planning Policy.Finally, evaluation will also be made about the achievement of the social marketing in family planning.