Study On Social Marketing Mix Tactics

Social Marketing is a kind of means and technique to change the social behavior, it is developed when marketing was applied to the social problems. it use the principle, technique or process to resolve some social problem and get some social intention. In the recent 30 years, there are many countries applying social marketing in kinds of fields after the social marketing was produced. But in China, both theory and practice is on the beginning, there are few papers studying social marketing, and the social marketing practice is fewer. So this paper analysis and study the basic theory about social marketing, summarize the theory study production at home and in the oversea, and experience from a great deal of cases about social marketing. Then bring forward social marketing mix tactics to establish base for social marketing theory and practice in our country.At first this paper looked back the background where social marketing was born, then expatiated on how the social marketing was born from theory and practice, discussed the development actuality based on the large number of information; later summarized the definition of social marketing and bring forward my own understanding, enhance the description about social marketing performer and exchange object. Study the characteristic of social marketing base on three markting factors,including exchange,need and market.Analysis the shortage of traditional marketing 4Ps, put forward two great problems that social marketing must be faced with base on the great deal of fact cases at home or in the oversea, then bring forward the persistence social marketing mix tactics base on cooperation, then discuss the marketing mix tactics by theory combine to practice way in detail. There are two parts when discussing the social marketing mix tactics, one is the strategy plan 4Ps tactics, another is 6Ps tactics, the former discuss 4Ps tactics, including probing, partitioning, prioritizing and positioning, the latter study the product, price, place and promotion, this 4Ps are focus on the different between social marketing and marketing; at last discuss the persistence and partership tactic, and expound the causation, concept and content for the two tactic; bring forward the information feedback mechanism of the social marketing look for the theory base for social marketing cooperation tactic, and study the constructing cooperation relationship, manage the cooperation relationship preparatory.