共享经济的社会营销框架

IF 2.3 Q3 BUSINESS
Amarjeet Singh
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引用次数: 1

摘要

背景社会经济问题;诸如社会经济不平等、资源可持续性和环境问题是主要的社会问题,要求进行经济改革以解决这些问题的呼声越来越高。共享经济作为一种社会经济体系,为当前的线性经济模式提供了一种解决方案,有可能解决上述社会经济问题。共享、环境友好和自然可持续,弥合了社会中普遍存在的社会经济不平等的差距。共享经济的属性不同于传统经济模式,传统经济模式在本质上更具“社会性”,因此社交营销技术比传统营销方法更适合。文章的重点概念文件的重点是社会营销在共享经济中的应用,以解决社会经济问题,并在这样做的过程中提出了实现其目标的框架。研究问题社会营销如何有效地影响与社会经济变化相关的社会行为变化?方案设计/方法制定的框架概述了在共享经济中成功实施社会营销的三个干预级别。下游干预侧重于通过应用适当的营销组合策略来影响采用共享经济所必需的消费者行为特征。上游干预的重点是能够解决问题根源的政策和立法者、社会和经济机构、环境团体、倡导机构和游说组织。中游干预侧重于通过服务提供商将上游干预与下游干预相结合。对社会营销领域的重要性该研究论文将社会营销的应用从影响社会行为问题扩展到解决和影响社会经济问题,并提出了在共享经济中的应用。该研究为解决社会中普遍存在的关键社会经济(社会经济不平等)和消费者行为问题(物质主义和所有权)提供了一个框架。方法在对社会营销和共享经济进行系统的文献综述后,建立了共享经济的社会营销框架。现存的文献分析集中于关键的定义参数及其随时间的演变。通过确定关键要素和基准框架,制定并提出了三个层次的社会营销干预,以实现成功的营销战略。未来研究该研究论文为社会营销干预共享经济和影响社会经济变化提供了初步框架,为未来的研究方向打开了大门;为了解决社会经济不平等问题,带来社会文化和社会经济变革,还需要什么额外的上游和中游社会营销干预?纸张类型概念纸张。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A Social Marketing Framework for the Sharing Economy
Background Socio-economic issues; such as social economic inequality, sustainability of resources, and environmental concern are major social concerns and the call for economic reforms to address these issues is growing louder. Sharing economy, as a socio-economic system, presents a solution to the current linear economic model having the potential to address the aforementioned socio-economic issues. Sharing, being environmentally friendly and sustainable in nature, bridges the gap of social economic inequality prevalent in society. The attributes of the sharing economy are different from the traditional economic model which is more “social” in nature, hence making social marketing techniques more suitable than the conventional marketing approach. Focus of the Article The conceptual paper is focused on the application of social marketing in the sharing economy to address socio-economic issues and in doing so presents a framework to achieve its goal. Research Question How can social marketing effectively influence social behavioural changes as they relate to socio-economic changes? Program Design/Approach The framework developed outlines three levels of intervention for the successful implementation of social marketing in the sharing economy. The downstream intervention focuses on influencing consumer behavioural traits necessary for the adoption of the sharing economy by applying an appropriate marketing mix strategy. The upstream intervention focuses on policy and lawmakers, social and economic institutions, environmental groups, advocacy bodies, and lobbying organisations capable of addressing the root cause of the issue. The midstream intervention focuses on integrating upstream intervention with downstream through service providers. Importance to the Social Marketing Field The research paper extends social marketing application from influencing social behavioural issues to addressing and influencing socio-economic issues with its proposed application in sharing economy. The study provides a framework to address key socio-economic (social economic inequality) and consumer behavioural issues (materialism and ownership) that are prevalent in society. Method The proposed social marketing framework for the sharing economy is created after carrying out a systematic literature review on social marketing and sharing economy. The extant literature analysis focussed on key definitional parameters and their evolution over time. With the identification of key elements and benchmark framework, the three levels of social marketing intervention are developed and presented for the actionable implementation of a successful marketing strategy. Future Research The research paper provides an initial framework for the social marketing intervention in the sharing economy and in influencing socio-economic change which opens the door for future research direction; what additional upstream and midstream social marketing intervention is necessary to bring socio-cultural and socio-economic change to tackle the issue of social economic inequality? Paper type Conceptual paper.
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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