湖北省血站制定应急状况招募无偿献血者的宣传策略研究  

Advertising and recruiting strategies for voluntary non-remunerated emergency blood donors in Hubei Province

作　　者：邓曦 杨毓明 丁增桥 张丽娜 张汝柠[2] 舒琴[2] 林海峰[2] 陶红兵[2] 

机构地区：[1]湖北孝感市中心血站,432000 [2]华中科技大学同济医学院医药卫生管理学院,武汉430030

出　　处：《国际输血及血液学杂志》2015年第3期216-220,共5页International Journal of Blood Transfusion and Hematology

基　　金：湖北省卫计委2015-2016年度采供血专项课题（WJ2015CB019）

摘　　要：目的 探讨适用于应急状况下招募无偿献血者的宣传策略,为更好地开展应急状况下招募无偿献血者的宣传工作提供参考和依据.方法 选取2014年5月10日至12月20日于湖北省所辖4个城市血站登记并保持联系的固定无偿献血者为研究对象,采用分层随机抽样法随机抽取1 179名无偿献血者纳入献血者组,同时在这4个城市的血站中,选取工作人员18名纳入工作人员组.对献血者组采用自行设计的《湖北省应急状况下招募无偿献血者的宣传策略调查问卷》（以下简称为《调查问卷》）进行调查.然后,再对从献血者组中抽取的20名无偿献血者与18名工作人员组工作人员,采用自行设计的《湖北省应急状况下招募无偿献血者的宣传策略访谈提纲》（以下简称为《访谈提纲》）进行访谈.对问卷数据进行描述性分析和因子分析,访谈资料运用内容分析法进行分析,筛选和总结应急状况下招募无偿献血者的宣传策略.结果 ①献血者组《调查问卷》的有效问卷回收率为98.4％.②宣传策略有效度评分均值集中为3分,认为宣传策略有效.③应急献血招募宣传策略因子分析筛选及总结得出的策略共性,均侧重于现场宣传,即通过直接与群众及无偿献血者接触进行招募宣传.结论 血站在应急状况下招募无偿献血者的宣传策略,可以多考虑现场宣传招募模式,深入到社区和农村群众中开展应急献血宣传.Objective To study blood donation advertising and recruiting strategies which suitable for emergency situation and then provide suggestions in improving the efficiency of blood donors recruitment.Methods From May 10th to December 20th 2014,a total of 1 179 regular blood donors who were registered in blood centers of 4 cities in Hubei Province and kept close contact with those blood centers were selected by stratified random sampling method into regular blood donors group.18 employees in those blood centers were chosen as employee group.The self-designed Questionnaire of Blood Donors Publicity Strategy to Recruit Under Emergency in Hubei Province （referred as Questionnaire） was conducted on regular blood donors group.At the same time,18 employees and 20 regular blood donors were selected as interview objects,they were divided into employees interview group and regular blood donors interview group.Interview was conducted by self-designed Interview Outline of Blood Donors Publicity Strategy to Recruit Under Emergency in Hubei Province （referred as Interview Outline）.Factor analysis was used to anylyze the data and content analysis was applied to conclude relevant material of advertising and recruiting strategies.Screened and summarized emergency blood donors＇ advertising and recruiting strategies.Results ①Effective Questionnaire recovery rate was 98.4％.②Regular blood donors agreed that those strategies conducted by blood centers were effective.③Those strategies selected and summarized by factor analysis were all emphasized on directly communication with communities and blood donors to improve the recruiting results.Conclusions Blood centers could think more about holding advertising and recruiting activities in community or rural areas in order to get close to people and regular blood donors.

关 键 词：应急献血者 宣传招募策略 因子分析 内容分析法 

分 类 号：R193.3[医药卫生—卫生事业管理]