使用烟草行业营销研究来设计更有效的烟草控制活动
Pamela M Ling1, Stanton A Glantz
1Traineeships in AIDS Prevention Studies, Center for AIDS Prevention Studies, University of California, San Francisco 94143, USA.
烟草公司使用心理营销来准所有吸烟者,特别是年轻人. 公共卫生干预措施应采用这些策略,重点关注成本和二手烟风险,以减少吸烟率.
科学领域:
- 公共卫生 公共卫生
- 营销研究 营销研究 研究
- 控制烟草的控制方式
背景情况:
- 烟草行业采用复杂的市场细分和准策略.
- 从历史上看,公共卫生干预的方法与行业营销不同.
- 了解行业战术对于有效戒烟至关重要.
研究的目的:
- 分析烟草行业的营销文件,以告知吸烟干预措施.
- 调整行业的心理学方法,以适应公共卫生.
- 确定有效的烟草控制战略.
主要方法:
- 分析以前秘密的烟草行业营销文件.
- 检查行业的市场细分和准方法.
- 审查历史的营销趋势和威胁.
主要成果:
- 烟草营销针对不同的吸烟者群体,重点是年轻人.
- 对于年轻和年长的吸烟者来说,成本敏感性是重要的因素.
- 由于人们对二手烟的认识,吸烟的社会接受度下降,对该行业构成威胁.
结论:
- 公共卫生专业人员应该利用烟草行业的心理策略进行干预.
- 针对性应涵盖所有年龄组,特别是年轻人.
- 强调二手烟的危害和成本可能会破坏吸烟的社会接受度.
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