社會行銷應用於健康促進學校之探討

Using social marketing to implement health-promoting schools

10.30026/CJSH.200412.0005

魏米秀(Mi-Hsiu Wei)；黃松元(Song-Yuan Huang)

健康促進學校 ； 社會行銷 ； 衛生教育 ； health-promoting school ； social marketing ； health education

學校衛生

45期（2004 / 12 / 01）

73 - 89

繁體中文

在科際整合的潮流下，將行銷學運用於衛生教育領域是值得探討的方向。本文嘗試以實務性的角度來探討運用社會行銷策略於健康促進學校之可行性。同時參考國內外文獻有關實際應用社會行銷策略的案例，試圈為社會行銷在推行健康促進學校之運用，描繪出較為清晰、具體的輪廓。最俊，本文也對社會行銷與衛生教育的結合所帶來的啟示、問題點和可能的限制提出討論。

The trend of technological integration has developed a growing reason to study the marketing of health education. By focusing on this trend, this article will explore the feasibility of various strategies used in improving health in schools. Examples of the actual application of social marketing strategies in literature will be referred to, trying to profile a clearer and more concrete outline for current strategies in health-promoting schools. As a summary, this article will propose a few problems for discussion, including the implications, problems, and limitations brought by the integration of social marketing and health education.

1. Andreasen, A.R.(1995).Marketing social change: Changing behavior to promote health, social development, and the environment..San Francisco:Jossey-Bass.
2. Baranowski, T.,Perry, C.L.,Parcel, G.S.,K. Glanz(Eds.),B.K. Rimer(Eds.),F.M. Lewis (Eds.)(2002).Health behavior and health education.San Francisco, CA:Jossey-Bass.
3. Bloom, P. N.,Novelli, W. D.(1981).Problems and challenges in social marketing.Journal of Marketing,45,79-88.
4. Cullen, K.W.,Baranowski, T.(1999).Influence of school organization characteristics on the outcomes of a school health promotion program.Journal of School Health,69(9),376-340.
5. French, S.A.,Jeffery, R.W.,Story, M.,Breitlow, K.K.,Baxter, J.S.,Hannan, P.,Synder, M.P.(2001).Pricing and promotion effects on low-fat vending snack purchases: the CHIPS study.American Journal of Public Health,91,112-117.
6. Green L.W.,Kreuter M.W.(1991).Health promoting planning: An educational and environmental approach.Mountain View, CA:Mayfield.
7. Horack, T.M.,Betts, N.M.(1998).Students cluster into 4 groups according to the factors influencing their dietary intake.Journal of the American Dietetic Association,98(2),1464-1467.
8. Horgen, K.B.,Brownell, K.D.(2002).Comparison of price change and health message interventions in promoting healthy food choices.Health Psychology,21(5),505-512.
9. Joint Committee on Health Education and Promotion Terminology(2001).Report of the 2000 Joint Committee on Health Education and Promotion Terminology.American Journal of Health Education,32(2),89-104.
10. Kotler, P.,Roberto, E.L.(1989).Social marketing: Strategies for changing public behavior.New York:The Free Press.
11. Kotler, P.,Zaltman, G.(1971).Social marketing: An approach to planned social change.Journal of Marketing,35,3-12.
12. Levine, J.(1999).Food industry marketing in elementary schools: Implications for school health professionals.Journal of School Health,69(7),290-291.
13. Ling, J. C.,Franklin, B. A. K.,Lindsteadt, J. F.,Gearon, S.A.N.(1992).Social marketing: Its place in public health.Annual Review of Public Health,13,341-362.
14. Ma, J.,Betts, N.M.,Horacek, T.,Georgiou, C.,White, A.,Nitzke, S.(2002).The importance of decisional balance and self-efficacy in relation to stages of change for fruit and vegetable intakes by young adults.American Journal of Health Promotion,16(3),157-166.
15. Maibach, E.M.,Rothschild, M.L.,Novelli, W.D.,K. Glanz(Eds.),B.K. Rimer(Eds.),F.M. Lewis (Eds.)(2002).Health behavior and health education.San Francisco, CA:Jossey-Bass.
16. McKenzie, J. F.,Smeltzer, J. L.(2001).Planning, implementing, and evaluating health promotion programs.Needham Heights, MA:Pearson Education Company.
17. Silvia, S.(1999).Generating family-school partnerships through social marketing.Cambridge, MA:Harvard Family Research Project.
18. Simons-Morton, B.G.,Greene, W.H.,Gottlieb, N.H.(1995).Introduction to health education and health promotion.Prospect Heights, Ill:Waveland Press, Inc..
19. Spoth, R.,Ball, A.D.,Klose, A.,Redmond, C.(1996).Illustration of a market segmentation technique using family-focused prevention program preference data.Health Education Research,11(2),259-267.
20. Thackeray, R.,Neiger, B.L.,Leonard, H.,Ware, J.,Stoddard, G.J.(2002).Comparison of a 5-A-Day social marketing intervention and school-based curriculum.American Journal of Health Studies,18(1),46-54.
21. Weinreich, N. K.(1999).Hands-on social marketing: A step by step guide.Sage:California.
22. Golbal school health initiative
23. WHO Ottawa charter for health promotion
24. WHO(1996).Regional guidelines development of health-promoting schools-A framework for action.Manila:WHO Regional Office for the Western Pacific.
25. Zimmerman, R.(1997).Social marketing strategies for campus prevention of alcohol and other drug problems.Newton, MA:Higher Education Center for Alcohol and Other Drug Prevention.
26. 方世榮譯、Kotler, P(2003)。行銷管理學。台北:東華書局。
27. 朱其慧(2001)。碩士論文(碩士論文)。台北，國立台灣師範大學大眾傳播研究所。
28. 李大拔編(2003)。香港健康學校獎勵計劃－健康促進學校主作指引。香港中文大學公共衛生學院健康教育及促進健康中心。
29. 林東泰(1996)。社教行銷的逆向思考。社教雙月刊，71，6-8。
30. 林東泰(1996)。社會行銷的理論與實務。社會教育學刊，25，49-75。
31. 邱天助(1996)。社會教育的行銷理念。社教雙月刊，71，9-16。
32. 翁政興(1991)。應用行為分析與社會行銷－環保的一項科際整合。社區發展季刊，56，89-96。
33. 耿筠、黃俊英(1996)。社會行銷之起源及發展。文大商管學報，1(1)，1-21。
34. 康清雲(2000)。健康傳銷能取代衛生教育嗎？。健康促進暨衛生教育雜誌，20，103-106。
35. 康清雲(2001)。運用社會行銷概念SWOP及4P`s進行青少年性教育。健康促進暨衛生教育雜誌，21，55-61。
36. 陳雪雲(1996)。從事社會行銷應鍾情於公共利益。社教雙月刊，71，4。
37. 陳毓璟(2001)。健康促進學校的發展與推動。學校衛生，39，40-62。
38. 陸玓玲、李蘭(1998)。世界衛生組織與健康促進（下）。健康促進通訊，3，1-6。
39. 黃松元(1998)。二十一世紀我國衛生教育之展望。學校衛生，32，1-46。
40. 黃松元、張富琴(2000)。健康教育／健康促進：典範或時尚？。學校衛生，36，70-84。
41. 楊家興(1993)。超媒體：一個新的學習工具。教學科技與媒體，12，28-39。
42. 趙之琪(1999)。碩士論文(碩士論文)。台北，國立花蓮師範學院國小科學教育研究所。
43. 潘怡如(2000)。碩士論文(碩士論文)。新竹，國立新竹師範學院國民教育研究所。
44. 謝文雀譯、Blackwell, R. D.、Miniard, P. W.、Engel, J. F(2001)。消費者行為。台北:華泰書局。
45. 謝啟瑞(1996)。健康經濟學。台北:五南圖書。
46. 蘇晏健(1996)。從服務行銷觀點談社會教育活動行銷。社教雙月刊，71，17-26。

1. 曹常成、袁宇熙、李金泉(2016)。年輕工作者職場安全衛生促進實務之探討。勞動及職業安全衛生研究季刊，24(4)，402-413。
2. 方菁容(2021)。品牌運用社會行銷之創意策略溝通效果：以廣告知曉和學習廣告主張為中介。設計學報，26(4)，49-69。
3. 賴香如、姚友雅、何智靖(2009)。某技術學院學生飲食行爲與其學校飲食政策和環境認知關係之研究。學校衛生，55，67-86。
4. 邱啓潤、王月琴(2006)。高雄地區大學生健康促進活動參與意向及相關因素之研究。醫護科技學刊，8(4)，277-286。