【作者】 周月鲁；

【导师】 杨建基；

【作者基本信息】 河海大学 ， 技术经济及管理， 2006， 博士

【摘要】 本文就社会营销理论在水土保持领域中的具体运用展开探索性研究,依据社会营销的理论框架,分析水土保持社会营销环境,研究农户与城镇居民的水土保持行为,对水土保持项目定位与传播进行设计,对现有的水土保持管理思维与管理方法予以必要补充,以保证水土流失的高效治理。 首先,本文依据水土保持项目的特性,对所甄选的水土保持社会营销环境要素的变化特征进行分析总结,在此基础上明确水土保持环境问题解决的优先顺序,并制订出相应的应对措施。 其次,本文针对水土流失较严重地区的农户水土保持行为展开调查研究,明确了影响农户水土保持投入的因素、农户水土保持投入决策规律,总结出农户水土保持投入行为的运行机理及资金投入机理,构建出农户对退耕政策的响应模型,强调针对农户所应注意的水土保持传播要点。 再次,针对远离水土流失的城镇居民,本文探讨了城镇居民水土保持捐赠行为与其消费特征的关联性,对城镇居民的水土保持态度形成方式进行划分,提炼出城镇居民水土保持态度—行为路径的四种基本模式,分析影响城镇居民对水土保持管理机构服务质量感知的主要因素,提出针对城镇居民的水土保持社会营销策略要点。 最后,本文对水土保持的社会营销产品及其营销内容进行设计,构建出水土保持社会营销的定位体系,并围绕农户、城镇居民、企业的水土保持需求,对水土保持的传播内容及方案进行设计。更多还原

【Abstract】 According to the social marketing framework, the article gives a research on the specific function, which import the social marketing theory into the water and soil conservation field. Following the analysis on the social marketing environment of the water and soil conservation and investigation of the farmers and town residents’ behavior towards the water and soil conservation, we design the positioning and spreading strategy of the water and soil conservation. The article supplements the managing thoughts and methods to make sure the high efficiency on lessening the water and soil erosion.First, based on the project characteristic, the article makes an analysis and conclusion on the change traits of the given social marketing environment, on which identifies the priority order on how to resolve the environment problems and then puts forward the reply measures corresponding to the problems.Second, the article does a deep investigation on the farmers’ behaviors of the graveness water and soil erosion areas, then makes clear of the influential rules which can affect the farmer input and the input decision about the water and soil conservation. We construct the responsive module with the farmers’ attitude towards the withdrawal policy after summarizing the fanners’ input mechanism and the capital input, on which we emphasize the points of spreading strategy.Third, in allusion to the faraway town residents, the article discusses the relationship between the residents’ donation behavior and their consumption characteristic, divides the ways which to form the attitude, from which we abstract the four basic modes about the way that the farmers form their attitude and behavior towards the water and soil conservation. The article analyses the main factors that influence the farmers to apperceive the service quality providing by the institution of the water and soil conservation and brings forward the strategy point of the social marketing theory aiming at the town residents.At last, the article designs the social marketing products and the marketing content of the water and soil conservation, constructs the positioning system of the social marketing. Moreover, based on the demands of the farmers, the residents and the enterprises, the article devises the spreading content and the blue print of the water and soil conservation.更多还原