The Behavior And Spreading Research Of The Water And Soil Conservation Based On The Social Marketing

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.