HD EDU
HD EDU
MKTG7513
Scope Report笔记

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A1基本要求
题目： SCOPING REPORT
DDL：9 月 1 日
Word limit：正文正文 1500-1800 字 (±20%)
Executive summary，表格，目录，不包括在字数统计内
需要有一个目录，罗列出标题和对应页面
页面需要标注页码
表格和图片需要插在正文中而不是添加在附录中
字号：11，Times New Roman
格式：单独一页目录，单独一页 Executive summary 双倍行距 左对齐 页边距上下左右 2.0
所有页面连续编页码 页眉为名字+学号
表格图片需要有编号和标题
提交形式：Turnitin（只有四次机会）包括一个封面报告页（作业标题、字数、团队详细信息和提交日期 ）
记得下载查重报告！！ 建议淘宝买 AI 查重 查过后再 BB 提交
Reference style: APA 7； Reference list 单开一页
Reference：至少 10 篇近年（通常指 2018 年之后）引用，包括同行评议的学术论文和非学术内容（新闻，
行业报告，统计年鉴... ...）
留存 n_n
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A1内容详解
1. Cover Page (1 page)
包括作业标题、字数统计、姓名，学号和提交日期
2. Executive summary （建议最后写）
本报告的目的是分析一个社会问题并界定问题范围。
通过对社会问题的背景研究和 SWOT 分析，我们完成了对宏观和微观环境的分析，这些环境可能
影响人们的行为，并可能影响计划干预的有效性。我们确定了目标市场（在这里简要描述你选择
的目标客户或群体），并分析了他们的特征、需求、动机和行为。我们提供了营销交换分析和价
值主张（简要描述你提供的价值主张），并规划了主要数据收集计划。
3. 目录页(1 page)
4. Part 1：Issue Overview(20 分，约 300 字) 知识点一--W1
Social MEK的定义 知识点二--W2什么是Wicked Problem 知
识点三 --Social MKT 中的影响因素 知识点四 -The Social
Marketing Benchmark Criteria社会营销基准标准
A concise explanation of the identified social issue or behavioural challenge, including
justification for why action is needed. 对已确定的社会问题或行为挑战的简明解释，包括需要采取
行动的理由。
What's known about the issue/problem or challenge being addressed; How are internal and external
以⼈为本⽤data讲话
诊断间题 哪些因素导致
并论证问题有哪些棘⼿问题的特征为什么传统解决⽅法是有局限性的
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factors influencing the problem? How does the problem relate to the behaviour of people?"
关于正在解决的问题/问题或挑战我们了解了多少？内部和外部因素如何影响这个问题？这个问题与
人的行为有什么关系呢？
There will be a large amount of existing information for you to draw on to outline the social problem
and select useful information to guide a social marketing approach. It is important to identify what
knowledge there is on the social problem, the range of organisations and other stakeholders involved.
How bad is the problem and what are the consequences and their effects on individual and society?
What consumer/client groups and behaviours contribute to the problem
将有大量现有信息供你利用来概述社会问题，并选择有用的信息来指导社会营销方法。重要的是要确
定对社会问题有什么了解，涉及的组织和其他利益相关者的范围。问题有多严重，对个人和社会的后
果和影响是什么？什么消费者/客户群体和行为导致了这个问题？
A broad and detailed understanding of the customer is developed, which focuses on understanding
their lives and everyday experiences, avoiding potential to only focus on a single aspect or features.
Using a range of different research analysis – combining data and where possible finding information
from public/government and commercial sources to inform understanding of people’s everyday lives.
我们建立对客户的全面深入认知，重点关注客户的生活状态和日常体验，避免只关注单一方面或功能。
通过多种研究分析方法——结合数据，并尽可能从公共/政府及商业渠道获取信息，来增进对人们日
常生活的理解。
评分标准：
HD: "Exceptional depth of research from credible, current sources. Clearly defines the issue and
behavioural dimensions. Insightfully identifies and prioritises internal/external factors influencing
1 ⼈有 1 ⼀⼩ 恃1 ⼒什作 v年 了 n_n⼫16117
要强调问题是可以⽤socialmarketing解决的 家庭社会教育让定调变细节 要能解决的原因 socialmedia
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the problem, linking them to behaviour change. Integrates the benchmark criteria effectively."
来源可信且当前的特殊深度研究。清晰定义问题和行为维度。敏锐地识别和优先考虑影响问题的
内外部因素，将它们与行为改变联系起来。有效整合基准标准。
建议:
1. 对你社会问题进行定义和描述，说明它为什么是一个棘手的问题(wicked problem)，以及它与社会营销的关
系
2. 分析社会问题的影响和后果，强调问题的严重性，包括个人和社会的直接影响，长期的系统性影响
3. 识别和评估与社会问题相关的组织和利益相关者，包括上游，中游，下游（如政府、非政府、商业和社区
机构）
4. 确定和描述目标客户或群体，以及他们的特征、需求、动机和行为，他们的什么行为/价值需求导致了这个
问题
5. 引用可靠和权威的信息来源，支持对社会问题的理解
5. Part 2：Situation Analysis（SWOT ） (15分，约 350字)---
知识点三 --Social MKT 中的影响因素 知识点四 -The Social
Marketing Benchmark Criteria社会营销基准标准
A structured analysis including a SWOT analysis, competitor review (where applicable). This activity
focuses on analysing the range of external and internal factors you have identified through your
background research. External environmental factors can be: socio-cultural, technological, economic,
ecological, political, legal and ethical. This analysis can:
包括 SWOT 分析、竞争对手评估（如适用）的结构性分析。该活动侧重于分析您通过背景研究确定
的外部和内部因素范围。外部环境因素可以是：社会文化、技术、经济、生态、政治、法律和道德。
该分析可以：
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 Identify potential constraints, challenges, opportunities and threats which are not under
the control of the social marketing strategy designers.识别社会营销策略设计者无法控制
的潜在制约因素、挑战、机遇和威胁。
 Provide information for effective decision making.为有效决策提供信息。
 Help avoid threats and take advantage of opportunities.帮助避免威胁并把握机会。
 Provide information to minimise weaknesses and build on strengths.提供信息以尽量减少
弱点并建立在优势之上。
 Provide information about appropriate choice of social marketing activities.提供关于适当
选择社会营销活动的信息。
 Identify internal and external factors that may impact on the success of the social
marketing approach.确定可能影响社会营销方法成功的内部和外部因素。
Outcome: A broad and detailed understanding of the situational factors and specific
customer/audience is developed, which focuses on understanding of the everyday experiences,
avoiding potential to only focus on a single aspect or features of individual and/or group in society.对
情境因素和具体客户/受众进行广泛而深入的理解，重点关注对日常经验的理解，避免只关注社会中
个人和/或群体的单一方面或特征。
评分标准：
HD: "Insightful, well-structured SWOT that captures the most relevant current and emerging factors.
Integrates evidence to assess near-future probabilities and implications for strategy. Clear links to
behaviour change context."
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有洞察力的、结构良好的 SWOT，捕捉最相关的当前和新兴因素。整合证据评估近期概率和对策略的
影响。与行为改变背景的明确联系。
建议：
外部环境因素包括社会文化、技术、经济、生态、政治、法律和伦理等方面。
内部因素包括目标客户或群体的社会规范、态度、感知和行为等方面。
这一部分的目的是为了明确问题的定义，并铺垫或引出社会营销可以如何解决问题。后续的讨论，STP
等都应该建立在这部分内容之上。所以在这里不仅需要【全面】识别影响因素，还应该识别【影响程
度】，即谁/什么是最关键的影响点。
6. Part 3：Scoping potential market segments and target
market(s) （300字）知识点五--市场细分 知识点六-Benefit &
Value 知识点七：How Target Markets are Selected如何选择
目标市场
Scoping potential market segments and target market(s) – The key to an effective social change
strategy is having a deep understanding of the customer (client/audience) who will be the target for
designed social change strategy. Planning an effective social change strategy requires having a clear
customer orientation, which involves developing a robust understanding of the client, and a holistic
understanding of their lifestyle. Having this detailed understanding of the customer will reduce the
potential to only focus on a single aspect or characteristic of the consumer’s lifestyle problem.
A clear customer orientation is important to good social marketing strategy design, as it requires a
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clear and unequivocal focus on achieving impact on people’s behaviour, which is informed by a strong
behavioural analysis. A behavioural analysis is grounded in background research on current
behavioural patterns and trends to explain:
(1) an understanding of the “problem behaviour”对“问题行为”的理解
(2) the “desire behaviour” (what behaviour you what people to adopt, or how you want
them to change). “欲望行为”（你应该采取什么行为，或者你希望他们如何改变）。
This stage develops a detailed picture of the lifestyle and behaviours of the potential targets –
consider details about their motivations, what influences both the problem and desired behaviour.
Critical to this step is being clear and demonstrating an understanding of people’s behaviour. This can
include:
• Outcome: Student are to complete a market segmentation by identifying FOUR clearly defined
segments based on research evidence. Following segmentation ONE segment will be selected as
the TARGET market. Understanding the consumer/target group is fundamental to good social
marketing campaign design. 通过根据研究证据确定四个明确定义的细分市场来完成市场细分。在进
入细分市场后，将选择一个细分市场作为目标市场。了解消费者/目标群体是良好的社会营销活动设
Internal External
Knowledge and beliefs Policies
Attitudes Access
Perceived risks Skills
Perceived consequences Actual consequences
Self-efficacy (belief in their
control of the behaviour)
Cultural beliefs and values
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计的基础。
建议：
1. （理解）本作业的核心思想，以客户为导向。需要对客户有包括生活方式，需求，动机在
内的全面的了解，才能设计出一个能够真正改变人们行为的策略。因此需要避免关注单一的
行为或者特征。
2. 行为分析，包括对目标群体的动机、影响其问题行为和理想行为的因素的详细描述。重点
在于展示对人们行为的理解，包括内部和外部因素的影响，如知识和信念、态度、感知风险、
自我效能感（即他们对自己行为控制的信心）等。
内部因素：包括个人的知识和信念、态度、感知的风险、感知的后果、自我效能感等。
这些因素直接影响个人对行为改变的接受程度。
外部因素：包括政策、社会文化信仰和价值观、实际后果等。这些外部环境因素可能
会支持或阻碍行为改变。
3. 市场细分和不同细分内的行为/态度特点
4. 选定一个特定的市场细分并有理有据的论述筛选逻辑和该细分市场额具体信息。
5. 考虑到字数和需要讨论的内容不匹配，一定要用表格形式总结四个细分市场。
6. 借助 Consumer persona 体现你所选择的 Target
7. Part 4：Planned marketing exchange（200字 ）知识点六
-Benefit & Value 知识点八：社会营销中的竞争
Following identification of the target market, a planned approach to creating a viable marketing
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exchange is required. This requires consideration of what the target market will be getting from
changing their behaviour and considers both the tangible and intangible benefits and cost that need
to be consider when designing the social marketing approach. A further important factor that shapes
the marketing exchanges is the influence of the competition, which involves an analysis (direct and
indirect) influences.
Direct competition includes behaviours, benefits and motivations which are closely identifiable with
the focal behaviours of the social marketing intervention. It also includes personal (for example, peer
group) and wider (competing organisations) influences on both positive and negative behaviours.
Indirect competition arises from the many other competing pressures for the target audience’s time
and attention. These include the many social marketing messages which the target audience is
exposed to, and the demands of everyday life.
Outcome: This step synthesises the secondary research collected; information is priorities and key
facts used to guide explanations of the behavioural issues to be addressed by the social marketing
strategy. This section of the report will summaries key information and clearly explains and documents
what are consider the costs and benefit to behaviour change for the target market.这一步综合了收集
到的二级研究；信息是优先事项和关键事实，用于指导社会营销策略的解释所要解决的行为问题。报
告的这一部分将总结关键信息，并清楚地解释和记录了目标市场行为改变的成本和效益。
评分标准：
Explains costs and benefit of behaviour change to the target market; and the direct/indirect
competition to target market change.解释目标市场行为改变的成本和收益；以及对目标市场变化的直
接/间接竞争。
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Good explanation of marketing exchange, which clearly identifies the influence of perceived costs and
benefits to the target market when planning to change.很好的营销交流解释，明确了在计划改变时感
知到的成本和收益对目标市场的影响。
建议：
1. 考虑到 Target Group 的特性，梳理行为改变的成本和收益。
2. 考虑竞争影响--直接竞争和间接竞争的角色，内容和影响
3. 结合成本收益和内外部竞争，思考如何“劝说”目标客群进行行为改变
8. Part 5：The value proposition（150字）知识点六-Benefit
& Value
The value proposition – is an extended statement that demonstrates how the social marketing
approach will make behaviour change attractive and relevant to the target market profiled. The value
proposition should include consideration of the domains of value (see Week 6 Lecture & Readings)
and highlight which dimension you currently consider to be relevant to the social problem/challenge
you have identified. 价值主张-是一个扩展的声明，展示了社会营销方法将如何使行为改变具有吸引
力，并与目标市场相关。价值主张应该包括对价值领域的考虑（见第 6周的讲座和阅读），并突出显
示你目前认为与你已经确定的社会问题/挑战相关的维度。
评分标准：
Explains the dimensions of value, linked to the specific target market identified 解释与所确定的具体
目标市场相关联的价值维度
Good explanation of value proposition, applies value dimension to explain perceived consumer value.
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很好地解释价值主张，运用价值维度来解释感知到的消费者价值。
9. Part 6：Plan an interview with your target audience or
key stakeholders
Primary data collection will help you move beyond assumptions and gain real-world insights into your
audience’s experiences, needs, and motivations. These insights can directly inform your empathy
mapping and strengthen your segmentation and value proposition.通过收集第一手数据，您将突破固
有认知，深入了解目标受众的真实体验、需求与动机。这些洞见不仅能为同理心地图绘制提供依据，
更能有效优化市场细分策略和价值主张。
Outcome:
1. Clarify your purpose – What do you want to understand about your target audience or
stakeholder? 明确你的目的——你想了解你的目标受众或利益相关者什么
2. Identify participants – Select people who represent your target market or who have direct
influence (e.g., service providers, community leaders, advocates). 确定参与者——选择代表目
标市场或具有直接影响的人（如服务提供商、社区领袖、倡导者）。
3. Draft your interview guide – Prepare open-ended questions that explore:起草面试指南
——准备开放式问题，探讨
 Daily routines and lived experiences 日常惯例和生活经历
 Motivations, barriers, and influences on behaviour 动机、障碍和对行为的影响
 Perceptions of the issue or challenge 对问题或挑战的看法
 Current strategies they use to address it 他们目前使用的应对策略
 interview guide 应附在附件中（不计入字数限制）
禁止学生采访弱势群体（司法系统中的青年、无家可归者），面谈应该与具有相关经验的社区代表、服务人员、
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医护人员进行
建议：
1. 访谈应该围绕行为洞察、动机、障碍和影响因素展开，为后续的共情地图绘制和市场细分提供数
据支持。
2.必须选择具有相关经验的社区代表、服务提供者、医疗保健工作者或社区领导者作为访谈对象。
这不仅是伦理要求，也是强制性规定。
3.选择能够代表目标市场或对目标群体有直接影响力的人员。包括服务提供商、社区领袖、倡导者
等，确保他们具备提供有价值行为洞察的经验和知识。
4.设计探索性问题，重点关注日常生活体验、行为动机、障碍因素、对问题的感知以及目前的应对
策略。避免封闭式问题，确保能够获得丰富的行为洞察。
5.访谈计划应该清晰展示如何为共情地图绘制和市场细分策略提供支持，体现访谈在整个社会营销
策略设计中的作用。
4. Part 7：Conclusion 知识点四-The Social Marketing
Benchmark Criteria社会营销基准标准
The conclusion of the scoping stage brings together a well-researched report that describes the challenge or issue,
and demonstrates how you have defined the problem, made a clear problem statement to direct the design of the
marketing intervention to be planned, and the potential market segments and profiled target market that can be
addressed by a social marketing approach to effect social change and improve the wellbeing of individuals and wider
society.范围阶段的结论汇集了一个充分研究的报告，描述了挑战或问题，并演示了如何定义问题，明确的问题声明
直接设计营销干预的计划，和潜在的细分市场和分析目标市场，可以通过社会营销方法来影响社会变革和改善个人
和更广泛的社会。
.
5. Reference List
1. 至少 10 个近年引用--需要来自官方报告，官媒新闻，同行评议的期刊内容
2. APA7 格式
3. 单独另起一页
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相关知识点
知识点一--W1 Social MEK的定义
Social Marketing is a process that uses marketing principles and techniques to:社交营销是
使用营销原则和技术来:
1. Influence behavior change 影响行为改变
2. Utilize a systemic planning process 利用系统的计划过程
3. Focus on priority audience segments 关注重点受众群体
4. Deliver a positive benefit for individuals and society 为个人和社会带来积极的利益
Social marketing is the adaptation of commercial marketing technologies to programs designed to influence the
voluntary behaviour of target audiences to improve their personal welfare and that of the society of which they are
a part.社会营销是将商业营销技术应用于旨在影响目标受众的自愿行为以改善他们的个人福利和他们所参与的社会
福利的计划。
社会营销的特点
Social marketing is a comprehensive, strategic and multi-faceted, marketing-based approach to facilitate or
maintain social good. 社会营销是一种综合的 、战略性的和多方面的 、基于营销的方法，以促进或维护社会公
益 。
It takes a citizen-centred approach in which insight developed with participants and stakeholders informs the
process of identifying, developing delivering and evaluating social interventions designed to influence behaviour
for social good. 它采取以公民为中心的方法，在这种方法中与参与者和利益攸关方一起形成的洞察力为确定、制
定 、实施和评估旨在影响社会公益行为的社会干预措施的过程提供信息。
This‘participant orientation of social marketing differentiates it from a top-down expert-driven approach. 社交
营销的“参与者导向”使其不同于自上而下的专家驱动方法。
社会营销不是
Not Just an education approach 一种教育方法:
Primary assumption of the “education approach” is that people will do the right thing if they understand the issues
better“教育方法”的主要假设是，如果人们更好地理解问题，他们就会做正确的事情。
Information is provided in an objective, scientific manner focused on informing a “rational consumer/decision-maker”
Target audience is left to make an informed choiceEducation can be effective in achieving behaviour change when
ignorance is the major barrier (Andreasen, 1995).以客观、科学的方式提供信息，重点是告知“理性的消费者/决策者”
目标受众可以做出明智的选择.当无知是主要障碍时，教育可以有效地实现行为改变（Andreasen，1995 年）。
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Not Just an persuasion approach 一种说服方法:
Responds to the deficiencies of the education approach and takes it one step further 回应教育方法的缺陷，并更进
一步。.
The persuasion approach is based on the fundamental belief that action takes place only if people are sufficiently
motivated 说服方法基于一个基本信念，即只有在人们有足够的动力的情况下才能采取行动。.
Dramatises the ill-health effects and attempts to increase the target audience ’s perception of the severity of the
illness 戏剧化对健康不良的影响，并试图增加目标受众对疾病严重程度的看法
知识点二--W2什么是Wicked Problem
棘手的问题Wicked Problem
Rittel and Webber set out the following characteristics of ‘Wicked Problems’里特尔和韦伯列出了“邪恶的问题”的以
下特征 (The Australian Public Service Commission, 2007).
1. ‘Wicked Problems’ have many inter-dependencies and are often multi-causal. “棘手的问题”有许多相互依
赖的关系，而且通常是多因果关系的。
2. Attempts to address ‘Wicked Problems’ often lead to unforeseen consequences.试图解决“棘手的问题”往
往会导致不可预见的后果。
3. ‘Wicked Problems’ are often not stable. “棘手的问题”往往并不稳定。
4. ‘Wicked Problems’ are socially complex.“棘手的问题”是社会复杂的。
5. ‘Wicked Problems ’ can be considered to be a symptom of another problem (i.e. interdependent and
multi-causal)可以被认为是另一个问题的症状（即相互依赖和多因果关系）
6. ‘Wicked Problems ‘hardly ever sit conveniently within the responsibility of any one organisation.几乎没有人
能方便地承担任何一个组织的责任。
7. ‘Wicked Problems’ usually have no clear solution.通常没有明确的解决方案。
8. ‘Wicked Problems’ involve changing behaviour.涉及变化的行为。
9. The choice of explanation (for the problem) determines the nature of the solution 解释（问题）决定了解决
方案的性质
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知识点三--Social MKT中的影响因素
概念化下游、中游和上游社会营销的参与者 Conceptualizing the actors for downstream,
midstream and upstream social marketing（分层思路，讨论 Stakeholders时需要考虑多
方立场）
社会营销的宏观与微观方法 Marco Versus Micro approaches to social marketing
Structural barriers can stand in the way of individual behaviour change.
结构性障碍会阻碍个人行为的改变。
The history of social marketing success is the effectiveness of campaigns focused on the problem behaviour of
individuals 社会营销成功的历史是关注个人问题行为的活动的有效性
Micro-social marketing campaigns targeting individual behaviour 针对个人行为的微观社会营销活动
Policy and services need to be in place to influence and/or shape the desired behaviours 政策和服务需要到位，以
影响和/或塑造理想的行为
Macro-Social Marketing 宏观社会营销
When we consider all of the forces that influence the behaviour we wish to change, including structural, economic,
social, andpolicy forces, we are practicing macro-social marketing (Kennedy, 2016).当我们考虑所有的力量影响我们
希望改变的行为，包括结构、经济、社会和政策力量，我们在实践宏观社会营销(Kennedy， 2016)。
Upstream social marketing focuses on identifying the causes of the problem, by influencing policies, structures, and
decision makers that can help to alleviate the problem “upstream” of where the behaviour actually occurs.上游社会
营销侧重于通过影响政策、结构和决策者来确定问题的原因，从而有助于在行为实际发生的“上游”缓解问题。
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upstream efforts focus on adding incentives and removing barriers that impact the downstream behaviour we wish
to address (e.g., producers and manufactures are incentives; influencing government policy to reduce food waste).上
游工作的重点是增加激励措施和消除影响我们希望解决的下游行为的障碍(例如，生产者和制造商是激励措施；影响
政府政策以减少食物浪费)。
为什么要考察宏观上游的环境呢？Why examine the macro–upstream environment?
Individuals are influenced by their context 个人会受到其所处的环境的影响
1. Young people drink alcohol to fit into the group 年轻人喝酒以适合这个群体
2. People speed in cars if they are running late 如果人们开车迟到了，他们就会加速行驶
3. People drop litter if there are no bins available 如果没有垃圾箱，人们就会乱扔垃圾
As well as individual behaviour change, social marketing also aims to change the environment in which the individual
operates.除了个人行为的改变外，社会营销也旨在改变个人运作的环境
Environmental analysis 环境分析
The challenge: the external environment is largely uncontrollable and constrains marketing activity 挑战在于：外部环
境在很大程度上是无法控制的，并限制了营销活动
Social marketers must focus on ways of changing the environment 社会营销人员必须关注改变环境的方法
Require a cultural shift in social marketing thinking – moving from thinking about health and society as an
individual responsibility to seeing these as a collective social responsibility.需要社会营销思维的文化转变——从将
健康和社会视为个人责任转向将这些视为集体社会责任。
Motivations for tanning 晒黑 美黑 – individual (micro-level) influences on
behaviour 微观层面 case
Intentional sun exposure that is motivated by the acquisition of a tan 由晒黑所引起的故意晒黑。.
Socio-cultural appearance based motives influencing tanning. The desire to tan for appearance reasons. Western
social norms generate what is deemed to be attractive and conditioned idealisation of lean, tanned individuals.基于
社会文化外表的动机影响晒黑。因为外表的原因而想晒黑。西方的社会规范产生了一种被认为是有吸引力的和有条
件的理想化的瘦削，晒黑的个体
Beliefs that Tanning is Safe/health: the prevalence of tanning and the increased use of commercial in-door tanning
facilities (in Australia tanning beds/solariums are banned).相信美黑是安全的/健康的：美黑的流行和商业室内美黑设
施的使用的增加（在澳大利亚，美黑床/日光浴是被禁止的）。
Peer group pressure and sensation seeking – interacting with friends and conforming behaviours of important
influencers/role models who people seek approval from.同伴群体的压力和感觉寻求能力——与朋友互动，以及向人
们寻求认可的重要影响者/榜样的一致行为。
Australia’s “Slip, Slop, Slap” is a long-term health communication message that has been run continuously to
promote sun safe behaviours.澳大利亚的“Slip, Slop, Slap”是一种长期的健康沟通信息，一直在持续运行，以促进阳
光安全的行为。
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Social MKT分析工具
SOWT in Social MKT
A Strengths, Weaknesses, Opportunities and Threats (SWOT) is a strategic planning tool extensively used in
commercial business and marketing, community development programmes, health and education.
In business and social marketing, the SWOT tool has been applied to examine the positive and negative influences a
social marketing campaign will face both from within the organization delivering the social change campaign
(strengths and weaknesses) and outside of the organization (opportunities and threats). 在商业和社会营销中，
SWOT 工具已被应用于检查社会营销活动在实施社会变革活动（优势和劣势）和组织外部（机会和威胁）所面临的
积极和负面影响。
Strengths and weaknesses are internal to the organization; they represent an organisation’s assets (and liabilities)
such as the NPOs reputation, branding, resources and people . Think broadly, considering all characteristics of your
organization, and the people and resources of your organization, that might affect your social marketing effort.优势
和劣势是组织内部的；它们代表了一个组织的资产（和负债），如非营利组织的声誉、品牌、资源和人员。广泛地
考虑，考虑到你的组织的所有特征，以及你的组织的人员和资源，这可能会影响你的社会营销努力。
SWOT also considers external factors in the form of opportunities and threats (e.g., the use of laws that facilitate a
program, or threats cultural barriers to change)SWOT 还以机会和威胁的形式考虑外部因素（例如，使用促进项目的
法律，或威胁需要改变的文化障碍）
SWOT can also be applied to policy and program analysis – identify key elements of successful program/policies, as
well as addressing external factors (e.g., economic conditions) that could make a behaviour change policy/program
feasible and sustainable or that might be considered as an external threatSWOT 还可以应用于政策和项目分析——
确定成功的项目/政策的关键要素，以及解决外部因素（如经济条件），这些因素可能使行为改变政策/项目可行和
可持续，或可能被视为外部威胁 (see Giusti et al., 2020).
This approach to a SWOT can highlight how to strengthen health and social care that can address a wicked problem.
这种针对 SWOT 的方法可以突出如何加强卫生和社会保健，从而解决一个邪恶的问题。
The aim of using a SWOT is to provide a point of view and insight about what makes current
campaigns/programs/services/policies applicable, sustainable and effective from a social marketing perspective -
identifying lessons learnt from policy and program experience.使用 SWOT 的目的是从社会营销的角度来看，了
解当前的活动/项目/服务/政策适用、可持续和有效——从政策和项目经验中吸取的经验教训。
PESTEL
Six key types of influence: Political; Economic; Social; Technological; Environmental; and Legal factors. These are
easily recalled in the acronym PESTEL.
PESTEL analysis will reveal a range of potential threats or barriers and opportunities or enablers. These are typically
beyond the social marketer's control. PESTEL 分析将揭示一系列潜在的威胁、障碍、机会或促成因素。这些措施通
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常都超出了社会营销人员的控制范围。
政治 Political 和法律 Legal 因素：考察现有政策和法律法规是否促进或阻碍了社会问题的解决。例如，政府的监管
力度不足可能导致环境污染问题的加剧
经济 Economic 因素：评估经济条件对目标群体行为的影响。例如，低收入群体可能面临更多的经济压力，从而难
以采纳健康或环保的行为
社会文化 Social 因素：探讨社会规范、价值观和文化背景如何影响个体和群体对社会问题的看法和反应。例如，不
同文化中对健康的认知差异可能会影响健康行为的改变难度。
技术 Technical 因素：分析现有技术如何影响问题的产生或解决。例如，技术的普及可能促进了信息的传播，但也
可能导致信息过载，从而影响公众的决策能力。
生态 Environmental 因素：讨论环境条件对问题的影响，如气候变化可能如何加剧社会不平等或健康问题。
Decisions need to focus on how best to minimise the threats and barriers while making the most of the opportunities
and enablers.决策需要集中在如何最大地减少威胁和障碍，同时最大限度地利用机会和促成因素。
These decisions are guided by mapping the strengths and weaknesses of social marketing organisations, policies and
programs against these opportunities and threats - a SWOT analysis.这些决策是通过绘制社会营销组织、政策和项
目的优势和劣势来指导的——一个 SWOT 分析。
The aim of using a SWOT is to provide a point of view (POV) and insight about what makes current
campaigns, programs, services and policies applicable, sustainable and effective from a social marketing
perspective.使用 SWOT的目的是提供一个观点（POV）和洞察，了解是什么使当前的活动、项目、服务和政
策适用的、可持续的和有效的。
知识点四-The Social Marketing Benchmark Criteria社会营销基准标准
1. Behaviour change: Intervention seeks to change behaviour and has specific measurable behavioural obiectives.干
预措施旨在改变行为，并具有特定的可测量的行为偏好。
2. Audience research/insight: Formative research is condudted to idenify target consumer characteristics and needs.
Intervention elements are pretested with the target group.形成性研究是为了确定目标消费者的特征和需求。干预要
素与目标组进行了预测试。
3. Segmentation: Different segmentation variables are applied so that the strategy is tailored to the target segment.
应用不同的细分变量，使策略针对目标分段进行定制。
4. Exchange: Consideration is given to what will motivate people to engage voluntarily with the intervention and
what benefit (tangible or intangible) will be offered in return.考虑到什么将激励人们自愿参与干预，以及什么利益（有
形的或无形的）将作为回报。
5. Marketing mix: Intervention consists of promotion (communications) plus at least one other marketing
P'('product,'price', place). Other Ps might include 'policy change' or 'people'.干预包括促销（沟通）加上至少一个其
他营销 P（“产品”、“价格”、地点）。其他个人人士可能包括“政策改变”或“人”。
6. Competition: Intervention considers the appeal of competing behaviours （ including current behaviour). The
developed intervention strategies seek to minimise the competition.干预考虑了竞争行为的吸引力（包括当前行为）
的吸引力。已制定的干预策略寻求最小化竞争。
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7. Theory: Using behavioural theories to understand human behaviour and to inform the programmes which are
developed.利用行为理论来了解人类的行为，并为正在制定的方案提供信息。
8. Customer orientation: Attaching importance to understanding the customer, their attitudes and beliefs, knowledge
and the social context in which they are placed.重视理解客户、他们的态度和信念、知识和他们所处的社会环境。
服务思维:Service thinking: Support cancer screening services
Services thinking and understanding informs how to design and implement high quality services that provide
satisfaction to citizens and is an important consideration for social marketing.对服务的思考和理解为如何设计和实施
高质量的服务提供了信息，这种高质量的服务让市民感到满意，也是社会营销的一个重要考虑因素。
In social marketing a positive service experience is important for facilitating and sustaining a desired behaviour 在社
会营销中，积极的服务体验对于促进和维持预期行为非常重要
Frontline service staff are critical touch points between social marketing organisations and citizens.一线服务人员是社
会营销组织和公民之间的关键接触点。
Service staff need to be highly trained, engaged, motivated, personable, and rewarded for good performance.服务人
员需要训练有素、积极主动、风度翩翩，并因良好表现得到奖励。
Services 服务
Services are often an important component of social marketing programmes (Russell-Bennett et al., 2013).服务通常
是社会营销计划的重要组成部分。
Research in social marketing has identified that the way services are designed and delivered, and how they engage
participants, can have a significant effect in socially beneficial outcomes (see Zainuddin et al., 2013).社会营销研究发
现，服务的设计和交付方式，以及它们如何吸引参与者，可以对社会有益的结果产生重大影响。
Citizens are active participants in the value creation process at all stages before, during and after services are
delivered (Russell-Bennett et al., 2013).在提供服务之前、之中和之后的所有阶段，公民都是价值创造过程的积极参
与者。
补充：W2-Russell-Bennett, Previte et al. 2013——service dominant logic (SD-L)
paradigm
SDL is a marketing theory that emphasizes the importance of services and the active role of customers in value
creation. SDL 是一种强调服务的重要性和客户在价值创造中的积极作用的市场营销理论。
All economic exchange is fundamentally service exchange, and goods are merely a means of facilitating service
exchange.所有的经济交换从根本上都是服务交换，而商品只是促进服务交换的一种手段。
Goods are not valuable in and of themselves, but rather because of the services they provide.商品本身并没有价
值，而是因为它们所提供的服务。
SDL is particularly relevant to midstream social marketing, as it highlights the importance of understanding the
customer's perspective and co-creating value with the customer. SDL 与中游社会营销特别相关，因为它强调了
理解客户的视角和与客户共同创造价值的重要性。
Social marketers can better understand the service experience, service employee, service quality/customer value, and
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the active role of the customer in value creation, which are all essential for effective midstream social marketing.社会
营销人员可以更好地理解服务体验、服务员工、服务质量/客户价值，以及客户在价值创造中的积极作用，这些都
是有效的中游社会营销必不可少的。
知识点五--市场细分
Segmentation Methods细分方法---Sources: Eagle et al., 2015
There are many ways in which a target population may be segmented, including:有许多方法可以细分目标人群，
包括:
Cultures or subcultures, including aspects of ethnicity and factors such as religious beliefs (e.g., some
religious groups oppose immunisation).文化或亚文化，包括种族和宗教信仰等因素(例如，一些宗教团
体反对免疫)。
Demographics such as gender, age, martial status, occupation, income, socio-economic status (e.g., areas of
low socio-economic status may be over-represented in some health behaviours, such as exposure of
children to passive cigarette smoke).人口统计数据，如性别、年龄、婚姻状况、职业、收入、社会经济
地位(例如，在一些健康行为中，社会经济地位低的地区可能比例过高，如儿童接触被动吸烟)。
Attitudes towards a specific behaviour (e.g., in some communities, teenage pregnancy is
regraded as totally acceptable, rather than as a problem).对特定行为的态度(例如，在一些社区，少
女怀孕被重新划分为完全可以接受，而不是一个问题)。
Psychographics, including lifestyle, knowledge, activities, family life cycles.心理特征，包括生活方式，
知识，活动，家庭生活周期。
Psychological: motivation, personality; perceptions and opinions; AOI – attitudes, interests and opinions.心理:动
机，性格；看法和意见；AOI——态度、兴趣和观点。
Geodemographics : based on the assumption that people who live close to one another are likely to have
similar financial means, lifestyles and consumption habits.地理人口统计学:基于这样的假设，即住得很近
的人很可能有相似的经济手段、生活方式和消费习惯。
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Epidemiology (identifying parts of a country where the highest concentration of a specific illness occurs).流行病
学(确定一个国家特定疾病发生最集中的地区)。
Three influential methods to segment a population三种人群细分方法
Behavioural variables - incorporating attitudinal influences related to the desired behaviour change.行为变量
——包含与期望的行为变化相关的态度影响。
Demographic or geodemographic variables that consider assumptions about buying and consumption habits.考
虑购买和消费习惯假设的人口统计学或地理人口统计学变量。
Psychographics – attitudinal clusters, lifestyle and personality factors 心理图形——态度群、生活方式和个性因
素
Segmentation Methods: Behaviour focus 细分方法:
行为焦点
Behavioural Activity e.g., heavy smokers, or young people deemed to be a high risk of starting smoking).
Another example would be that inexperience, coupled with peer influence and the desire for excitement,
means that young drivers are much more likely at risk of road traffic accidents from following too closely
than older drivers.行为活动(例如，重度吸烟者或被认为开始吸烟风险高的年轻人)。另一个例子是，
缺乏经验，加上同龄人的影响和对刺激的渴望，意味着年轻司机比年长司机更有可能因跟得太紧而发
生道路交通事故。
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SegmentationMethods: Stage of change 细分方法:变化阶段
Stages of Change[TTM]变化的阶段[TTM]
Segmentation Methods: Benefit Segmentation 细分方法:利益细分
Not just a matter of identifying ‘wants’不仅仅是识别“需求”的问题
it is a matter of identifying what-is-wanted (e.g. benefits sought from consuming the product) and
who-wants/needs-it (consumer).这是一个识别什么是想要的(例如从消费产品中寻求的利益)和谁想要/
需要它(消费者)的问题。
知识点六-Benefit & Value
What is a benefit?什么是利益？
In social marketing a benefit has three characteristics:在社会营销中，利益有三个特征:
It is something the audience wants in comparison to something else that is already giving benefits 这是观众想要
的东西，相比之下，其他东西已经带来了好处
Of those things, it is something that we as social marketers can deliver to them 在这些事情中，这是我们作为社
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会营销人员可以传递给他们的东西
And finally, it is something we can convince people we can deliver given the enormous skepticism prevalent
among today’s consumer.最后，考虑到当今消费者中普遍存在的巨大怀疑，这是我们可以说服人们我
们可以提供的东西。
Value theory: understanding the domains of value 价值理论:理解价值领域
Experiential approach: Value-in-use –considers value to be an interactive and relativistic preference
experience related to the total experience of consuming goods, and services.体验方法:使用价值——认为
价值是一种与消费商品和服务的总体验相关的互动和相对偏好体验。
For example, value-in-use may be the value the consumer perceives towards the overall experience
of using a health clinic – such as how long they waited in the queue, how friendly the staff were,
the emotional benefits attached to being screened and so on.例如，使用价值可能是消费者对使
用健康诊所的整体体验的感知价值，例如他们排队等待的时间、工作人员的友好程度、筛查
带来的情感收益等。
Value-in-behaviour: recognizes that consumers may not only perceive value towards using goods or
services, but also towards performing behaviours.行为价值:认识到消费者不仅会从使用商品或服务中感
受到价值，还会从行为中感受到价值。
Value is realized through the performance of the behavior itself, rather than through the exchange
or experience of using goods or services.价值是通过行为本身的表现来实现的，而不是通过使用
商品或服务的交换或体验来实现的。
Value-in-behaviour helps understand what motivates consumers towards the performance of
specific behaviors, and sustain the behaviour.行为价值有助于理解是什么促使消费者做出特定行
为，并维持这种行为。
Focuses strategy development on understanding what value consumers perceive from performing
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exercising daily, or what is the value in using energy efficiently (beyond a monetary value?)将策略开发的
重点放在了解消费者从日常锻炼中感受到的价值，或者高效利用能源的价值(除了货币价值之外是什
么？)
Value-in-behaviour enables social marketers to understand consumer value perceptions towards the
pro-social behaviours being promoted.行为价值使社会营销人员能够了解消费者对所推广的亲社会行为
的价值认知
Domains of value 价值域
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知识点七：How Target Markets are Selected 如何选择目标市场
What approach to select? 选择细分市场（进行 targeting）的依据
Segments need to prioritized – restricted campaign budgets, organizational goals and mission.需要对细分市场进
行优先排序–受限的活动预算、组织目标和使命。
Target markets (markets of greatest opportunity) emerge as those with the greatest need and are the most
ready for action, easiest to reach, and the best match for the organization.目标市场(机会最大的市场)是
那些需求最大、行动准备最充分、最容易到达、最适合组织的市场。
Measured used to assess each:测量用于评估每个:
Greatest need: size, incidence, severity, and defenselessness 最大需求:规模、发生率、严重性和无防御能力
Greatest readiness for action: readiness, willingness, and ability to respond.行动的最佳准备状态:准备好、愿意
并有能力做出反应。
Easiest to reach: identifiable; “low hanging fruit”最容易达到:可识别；“低垂的果实”
Best match: organizational mission, expertise and resources.最佳匹配:组织使命、专业知识和资源。
(Source: Lee & Kotler, p. 162)
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Target Marketing Tactics:目标营销策略:
LOCATING or reaching members of the target segment: different target audiences may be reached by
different channels, inhabit different geographical areas, or attend different types of entertainment (place
matters)定位或接触目标细分市场的成员:不同的目标受众可能通过不同的渠道接触，居住在不
同的地理区域，或参加不同类型的娱乐活动(地点问题)
COMMUNICATING with members of the target audience: different target audiences may have different
values, attitudes and lifestyles, and hence different communication styles may be necessary to attract their
attention and establish rapport 与目标受众沟通:不同的目标受众可能有不同的价值观、态度和生活方
式，因此可能需要不同的沟通方式来吸引他们的注意力并建立融洽的关系
MOTIVATING members of the target audience: different target groups may be motivated for different
reasons to achieve the desired behavioural response 激励目标受众成员:不同的目标群体可能会因为不
同的原因而被激励，以实现预期的行为反应
知识点八：社会营销中的竞争
Competition: Target Market Barriers 竞争:目标市场壁垒
Internal or External Barriers内部或外部障碍
Internal to the individual, such as lack of knowledge or skill needed to carry out an activity 个人内部因素，如缺
乏开展某项活动所需的知识或技能
External as in structural changes that need to be made in order for the behaviour to be more convenient.外部的，
如为了使行为更方便而需要进行的结构变化。
Barriers differ for each target audience and by behaviour.障碍因每个目标受众和行为而异。
Barriers relate to knowledge, beliefs, skills, infrastructures, technology, economic status, or cultural
influences.障碍与知识、信仰、技能、基础设施、技术、经济地位或文化影响有关。
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Can be real (e.g. taking the bus will take longer than driving alone to work) or perceived (e.g. people who
take the bus can’t really afford any other mode of transport).可能是真实的(例如，乘坐公共汽车比独自
开车上班花费的时间更长)或可感知的(例如，乘坐公共汽车的人确实负担不起任何其他交通方式)。
Competition for social marketingprograms?社会营销项目的竞争？
Defining the competition 定义竞争
Monitoring the competition监控比赛
Countering the competition 对抗竞争
1. Defining the competition定义竞争
Perceived benefits of existing behaviours 现有行为的感知益处
A lack of clear incentives to change and incentives to sustain harm related behaviours 缺乏改变和维持伤害相关行
为的明确激励
The influence or lack of influence of others:他人的影响或缺乏影响:
policy makers (unwilling to change structures);决策者(不愿意改变结构)；
peers (not providing social support for change);同伴(不为改变提供社会支持)；
the media and commercial marketing (persuading people to engage in unhealthy/problem behaviours)媒体和商业
营销(劝说人们从事不健康/有问题的行为)
Competition can consist of:竞争可能包括:
Social, economic, environmental and systems barriers 社会、经济、环境和制度障碍
Sociocultural beliefs and values that inhibit the uptake of healthy behaviours 抑制健康行为的社会文化信仰和价值
观
Existing behaviours 现有行为
(1)Competitors where any use of their product is harmful竞争对手对其产品的任何使用都是有害的
(2)Competitors where moderate or controlled use may be acceptable; but where excess use of abuse of their
product is harmful to individuals or society as a whole.允许适度或受控使用的竞争对手；但是过度使用或滥用他们
的产品对个人或整个社会都是有害的。
Some competitors reveal a complex challenge – e.g. food and alcohol一些竞争对手揭
示了复杂的挑战，例如食品和酒精
Both have a significant impact, especially on the young 两者都有重大影响，尤其是对年轻人
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Are they “irredeemably” unhealthy products?它们是“不可救药”的不健康产品吗？
Is the problem more one of “abuse” than “use”?这个问题更多的是“滥用”而不是“使用”吗？
(Source: Wymer, W. (2010). Rethinking the boundaries of social marketing: Activism or advertising? Journalof
Business Research, 63, pp. 99-103)
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