论海上交通安全的社会营销

分析许多重大海上交通事故的原因,多数是由人为因素所致。传统的交通安全管理方法往往通过安全教育以及实施法律的形式来保证航运安全。针对传统方法在具体安全宣传、教育和培训中体现出的临时性、无系统、片面性以及立法工作滞后性的问题,为了提高海上交通安全管理水平,将社会营销的理念应用到海上交通安全管理中。这种方式以消费者定位为核心,同时促进了安全宣传、安全教育和安全培训活动,甚至还刺激了安全立法工作的进行。从确定海上交通安全营销目标、明确实施活动的障碍、制定使目标受众行为改变的有效营销策略、评价实施效果这4个方面,详细地阐述了如何实施海上交通安全的社会营销。

Discussion on Social Marketing for Maritime Safety Management

Many huge marine accidents are mostly caused human factors.Aimed at the problems in traditional traffic safety management such as provisionality,no system,one-sidedness and legislation lag in the publicity,education and training of safety,the concept of social marketing is applied to marine safety management for improving maritime management,which will promote the safety campaign of publicity,education and training and also safety legislation.How the social marketing is applied for maritime safety management is explained in the four respects: determination of the marketing goal of traffic safety,clarification of implement act obstacle,constitution of effective marketing strategy and evaluation of implement effect.