社会营销是一种运用商业营销手段达到社会公益目的或者运用社会公益价值推广商业服务的解决方案。与一般商业营销模式比较,社会营销中所追求的行为改变动力更多来自非商业动力,或者将非商业行为模拟出商业性卖点。这样我们就看到社会营销中的两类路线:公共项目的商业化营销和商业项目的公益化营销。经济学强调的“经济人”只具有经济理性,强调行为动力来源于利己算计;社会学中的“社会人”则有社 Social marketing is a solution that uses commercial marketing tools to achieve the goal of social welfare or to use social welfare values ​​to promote commercial services. Compared with the general business marketing model, social marketing is driven by behavioral change more from non-commercial motivation or non-commercial behavior to simulate commercial selling point. In this way we see two types of routes in social marketing: commercial marketing of public projects and public service marketing of commercial projects. The “economic man” emphasized by economics only has economic rationality, emphasizing that the driving force of action comes from self-serving calculation; and “social man” in sociology has social