Purpose

This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES).

Design/methodology/approach

The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches.

Findings

The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms.

Research limitations/implications

The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources.

Originality/value

This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.

中文翻译：

---

社会营销：推进新的规划框架来指导项目

目的

本文旨在开发和提出一个新的社会营销规划框架，称为消费者研究、细分、社会计划的设计、实施、评估和可持续性 (CSD-IES)。

设计/方法/方法

提议的框架基于社会营销的最新理论发展，并借鉴了现有社会营销规划方法的主要优势。

发现

CSD-IES 规划框架结合了社会营销的新兴原则。例如，改变行为的可持续性、设计社会营销计划时的道德考虑、需要持续研究以了解计划期间优先受众不断变化的需求以及明确反馈机制的需要。

研究限制/影响

CSD-IES 框架是一个动态且灵活的框架，可指导社会营销人员、其他从业人员和研究人员开发、实施和评估有效和可持续的社会营销计划，以根据可用资源影响或改变特定行为。

原创性/价值

本文通过在制定 CSD-IES 框架时整合行为维护、道德观点考虑和持续反馈机制的要素，使其与社会营销的全球共识定义一致，为社会营销理论和实践做出了重要贡献。