Research On The Implementation Of Western-sichuan New Rural Planning Based On The Social Marketing Theory

With the process of China’s overall urbanization and industrialization, as well as rapid social transition, now is a good time to explore and research issues regarding rural area within the urban-rural dual model, as well as conducting relevant planning and practices. As a result, more effective ways and means will gradually be adopted in practice to ensure new rural construction and development. As Chengdu became the first of the country to integrate "rural planners" into the construction, implementation, planning and management of rural areas, social form and development model of western Sichuan rural areas, as well as farmers’ ways of living and working have been under great transformation. During the exploration and implementation of building China’s new countryside, issues worth further exploring have emerged, ranging from planning compilation to planning implementation. Therefore, how to implement rural planning in a more efficient way has become a very important topic throughout the construction and development of the new countryside.Explore issues in regard to commonality and individuality during rural practices through both theoretical research and case studies. After interpreting information, overall planning and the status quo of plan implementation of Pi County’s new rural construction, current problems and issues related to the development of western Sichuan rural areas have been analyzed. In addition, the underlying causes and possible directions of development have been further studied in combination of case-study comparing Taiwan and western Sichuan. With the introduction of social marketing theories, implementation of the new countryside planning has been divided into four phase: change of cognition, change of behaviors, change of habits and change of values, to better reinterpret the new rural construction. Based on this, the "4Ps" and "4Cs" structural model of the social marketing theories has been introduced to construct the research model of Sichuan western rural planning with a focus on social marketing theories. In the end, these article targets applications in Longxi and Datongcun in Pi County. Based on research of the original country planning, theorized in social marketing theories, principles of "participatory" planning as well as specific implementation strategies have been proposed, serving as valuable reference for future studies and shedding light on the development of new rural construction in western Sichuan.