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首页> 外文期刊>Health promotion practice >Segmentation on a shoestring: health audience segmentation in limited-budget and local social marketing interventions.
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Segmentation on a shoestring: health audience segmentation in limited-budget and local social marketing interventions.

机译：细分市场：有限预算和本地社会营销干预措施中的健康人群细分。

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摘要

A cornerstone of social marketing is that it is customer driven. Although public health professionals may be persuaded that healthy behaviors outweigh the costs of those behaviors, that perspective is not necessarily shared by those most in need of change (Slater & Flora, 1994). One cannot identify costs (psychological, social, or economic), benefits (improved health, attractiveness), appropriate products, or place (means for delivery of product or communication) without segmentation unless these are essentially uniform for everyone, which is rarely the case.The purpose of this article is to review principles of audience or market segmentation and how to put these principles into practice with a limited budget and resources. In particular, we address the all-too-common dilemma of the practitioner who appreciates the importance of segmentation but does not have the budget, time, or staff to obtain statistically sophisticated segmentation analyses. In doing so, we attempt to answer the basic questions sooften asked: How much segmentation isenough? How do I know what my segments are? What do I need to learn about my segments? How can I possibly get these answers when doing a social marketing intervention in a limited resource context-where most of these Interventions in fact take place?
机译：社会营销的基石是它是客户驱动的。尽管可以说服公共卫生专业人员说健康的行为超过了这些行为的代价，但最需要改变的人们不一定同意这种观点（Slater＆Flora，1994）。没有细分，就无法确定成本（心理，社会或经济），收益（改善健康，吸引力），合适的产品或地点（提供产品或交流的手段），除非这些对于每个人基本上都是统一的，这很少见本文的目的是回顾受众或市场细分的原则，以及如何在预算和资源有限的情况下将这些原则付诸实践。特别是，我们解决了从业者的普遍困境，他们认识到细分的重要性，但没有预算，时间或人员来获取统计上复杂的细分分析。在此过程中，我们尝试回答一些经常问到的基本问题：多少细分就足够了？我怎么知道我的细分受众群？我需要了解什么我的细分市场？在有限的资源环境中进行社交营销干预时，我可能如何获得这些答案，而实际上大多数干预都是在这种情况下发生的？

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