Behavior change tactics of the social marketing

In China, the implementation of social marketing is on the preliminary stage. The social marketing projects involve wide range of knowledge, lasts for a long period, and the success rate is low. The main reason is lack of an effective tactics, which could be used to change the target group´s behavior continuously and perennially. The paper discusses how to make tactics of the social marketing. Firstly, looking into the meaning of the social marketing, the behavior change factors system base on the behavior model of Kurt Lu was proposed, and the target group behavior change tactics under the social marketing was set up according to it. Finally, the paper suggested the basic principles of the application the behavior change tactics.