Study On Social Marketing Communication Strategy

As the youth group is the social activist, is also the main force of drinking group.Because the youth group tends to be impetuous and unreasonable, in recent years youth group drinking and a variety of alcohol problems have become the world-concerned issues, among them,"drunk driving" is the particularly serious problem,which has caused a bad influence on the public traffic safety and the general social mood. Therefore, it’s necessary to take attention on how to change the youth group’s attitude and behavior by researching and analysisingthe status, working out the feasible effective communication strategy. In addition, the youth group as the whole society’s pioneer group, helping them to establish "not drive after drinking" consciousness and behavior habits, will promote the whole society to be more drinking-rational and abide by the traffic rules, which has important theoretical significance and social significance.Social marketing as a nonprofit marketing, the final target is to target individuals, groups and social benefit, promoting social justice, which has the derection with persuding the youth group not drive after drinking.Firstly, this research madepersuding youth group "not drunk driving" as a social marketing goal, in the social marketing principles and persuade theory, established under the guidance of market research purpose and plan, and then through the depth interview,questionnaire investigation to research the youth group’s drinking attitude and behavior, and focused on youth group "drunk drinking" attitude and behavior, by analyzing the present situation of the individual population characteristics, daily drinking behavior (frequency, occasion, drinking type), drunk driving attitude (surpport drunk driving/not in favor of drunk driving), drunk driving behavior tendency (have drunk driving experience/no drunk driving experience), drunk driving definition cognitive level, drunk driving hazard cognitive level, drunk driving hazard cognitive channel in seven aspects, comparison and analysis of the (1) rational self-discipline sent (not approve of drunk driving and no drunk driving experience)(2) self-discipline sent (surpport drunk driving behavior but no drunk driving experience)(3) sent out of control (not approve of drunk driving behavior but have drunk driving experience)(4) irrational sent (surpport drunk driving and behavior have drunk driving experience), studied the difference between different attitudes and behavior group. Finally in the based on the analysis determined the target market and the communication objective, designed media content and communication method, selected the transmission channels.