食品营销环节中的科学传播的研究——以2009+年石家庄嘉禾啤酒的营销活动为例.pdf

摘 要 摘 要 科学传播在研究范围方面正伴随着科技的迅猛发展和社会生活水平的提高进一步 广泛化。由于不同领域的科学成果愈发丰富，他们对大众生活产生的影响也日益多样化， 尤其是消费品、生物技术等领域的研究成果的产出和科学知识与理论的深层次发展，往 往在带给人们貌似极大的健康和便利的同时还会在一定程度上带给人们一些“副作用”， 干扰或危害人们的正常生活及身体健康。 另外在市场经济体制下，在利益导向成为各行各业无可避免的首要原则的大环境 下，越来越多的企业打着科学的旗号进行宣传和营销活动，但是在科学旗帜的掩盖下却 是利益为大，本文针对食品行业中的啤酒厂家嘉禾啤酒以传播专业的、科学的健康知识 为噱头进行社区营销宣传的个案研究，以期从此案研究中探知其存在的科学传播问题， 并为科学传播研究范围的拓展贡献微薄之力。 关键词 科学传播 社区营销活动 商业立场的传播范式 I Abstract Abstract Science Communication in the scope of the study is being accompanied by the rapid technological development and social improvement of living standards and further broad-based. Because different areas of scientific results become more abundant, their impact on public life is also increasingly diverse, particularly in consumer products, biotechnology and other fields of research outputs and scientific knowledge and theory in-depth development, and often bring It looks like a great health and facilitation at the same time will bring people to a certain extent, some side effects, interfere with or endanger the peoples normal life and good health. Also in the market economy system, in the interest-oriented industries will inevitably become the first principles of the larger environment, more and more enterprises under the banner of the name of scientific publicity and marketing activities, but under the guise of science is the banner of of interest for large, this paper, the food industry in the Golden Harvest Beer beer manufacturers to disseminate professional and scientific knowledge of beer marketing, publicity gimmick to undertake community case studies, with a view from a case study of Discovery Science and dissemination of its existence, and for science dissemination of research to expand the scope of modest contribution to the game. Keyword Science Communication,Community Marketing, Commercial position of the communi