精准营销策略应用于农村无偿献血宣传招募中的可行性分析及调查研究  

Feasibility analysis and investigation of precision marketing on blood donor recruitment in the countryside

作　　者：苏相耿 何宁宇 陆祝选 李彬 龚祖康 

机构地区：[1]南宁中心血站,广西南宁530003

出　　处：《中国输血杂志》2014年第4期408-413,共6页Chinese Journal of Blood Transfusion

基　　金：广西壮族自治区卫生厅科研项目(Z2011272)

摘　　要：目的识别并精准定位在农村地区开展无偿献血宣传和招募的主体人群，并通过对不同人群的需求制定不同的策略，促进无偿献血工作在农村地区的延伸。方法向南宁市辖6县18—60岁居民发放4500份调查问卷，内容包括被调查者基本信息、对无偿献血相关知识知晓情况、无偿献血服务需求、参加无偿献血意愿、对无偿献血工作的意见及建议等方面。对调查结果做统计分析。结果1）有效问卷回收率（3815／4500）。2）获得了本地献血人群的一般资料，包括性别比例、婚姻状况、民族构成、年龄段、文化程度、所从事的职业。3）献血人群中表示今后愿意无偿献血的占67．79％（2586／3815），不愿意的占32．21％（1229／3815）；表示愿意加入无偿献血应急队伍的占65．98％（2517／3815）。4）对无偿献血相关政策及知识的认知：献血适宜年龄（34．00％）、献血时间间隔（35．33％）、献血量（56．88％）及献血前健康征询与体检（64．17％）等，知晓率均〈70％。5）农村无偿献血相关服务及延伸：被调查者中70．01％（2671／3815）表示在县城里见过采血车；69．12％（2637／3815）表示如果采血车到乡镇社区村屯开展无偿献血，他们会参加无偿献血；82．49％（3147／3815）表示支持血站在县城设立固定献血点（捐血屋）；75．52％（2881／3815）会支持或鼓励孩子或朋友献血；61．44％（2344／3815）表示在血液紧张时候可以接受互助献血以保障患者能够及时得到血液供应；67．71％（2583／3815）支持符合政策的用血费用在医院直接报销，但仍有22．44％（856／3815）抱怀疑态度。结论在无偿献血招募中采用“精准营销”策略适用于农村无偿献血工作，重点把握住农村地区有过献血经历并愿意再次献血的人群，并致力于扩展没有献血经历，但主观上又有献血愿望的人群�Objective To perform feasibility analysis and investigation of precision marketing on blood donor recruitment in the countryside by using questionnaires to understand rural residents＇ perception and behavioral attitude towards voluntary blood donation. To identify and precisely locate the main residents group for promotion and recruitment, improve targeted strategy and promote the development of voluntary blood donation in the rural areas. Methods A questionnaire was used to investigate rural residentss aged from 18 to 60 years old in six counties of Nanning. The questionnaire included questions about essential personal information, awareness of voluntary blood donation, need of donor service, intention to donate blood and opinion and suggestion for vuluntary blood donation. Results （ 1 ）4 500 questionnaires were distributed and 3 815 valid questionnaires were collected; （2）The basic information of blood donors was obtained, including gender, marriage, nationality, age, educational background, occupation, etc ; （3） 2 586 （ 67.79% ） responders would like to be voluntary blood donor, 1 129 （32. 21% ） responders wouldn＇t and 2 517/3 815（65.98% ） responders would join in the emergency donors team; （4） Investigation on related knowledge and policy showed that, responders were poor informed about suitable age for donating blood （ 34. 00% ）, time interval（ 35.33 % ） , volume of donated blood （ 56. 88 ） and healthy inquiry and medical examination before donation（64. 17% ） （5） Most of responders were in favor of bringing blood donation mobile vehicle to village（2 637/3 815, 69. 12% ） ,building up blood donation house in the county（2 881/3 815,75.52% ）, accepting mutual blood donation when needed （2 344/3 815,61.44% ） and cost of recieving transfuion can be reimbursed in hospital（2 881/3 815,75.52% ）. Conclusion Precision Marketing are suitable for blood donor recruitment in the country. By thorough propaganda, building up rural blood donation houses,impro

关 键 词：精准营销 无偿献血 招募 农村地区 

分 类 号：R193.3[医药卫生—卫生事业管理]