湖北省无偿应急献血者宣传招募策略研究  

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

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

出　　处：《中国药业》2015年第B12期126-129,共4页China Pharmaceuticals

摘　　要：目的分析和探讨适用于应急状况下的宣传招募策略，为更好的开展应急宣传招募工作提供参考和依据。方法湖北省4个城市随机抽取固定献血者和血站工作人员开展问卷调查及半结构式访谈。运用因子分析法和内容分析法筛选和总结应急招募宣传策略。结果固定献血者认为血站开展的应急宣传招募策略有效，筛选及总结得出的策略共性在于均侧重于现场宣传，通过直接与群众以及献血者接触进行宣传招募。结论血站在应急献血的招募宣传可以多考虑现场宣传招募的模式．深入到社区和农村群众中开展应急献血宣传。Objective To explore advertising and recruiting strategies that sultable for emergency situation and then provide refer- ences in improve the efficiency of advertisement and recruitment.Methods Selected four cities in Hubei as sample,then conduct questionnaire survey and semi-structured interviews with the employees in the blood center and regular blood donors in those cities. Factor analysis and content analysis was applied to screen and summarize advertising and recruiting strategies.Results Regular blood donors agreed that those strategies conducted by blood centers were effective,those strategies selected all emphasized on close to community and blood donors.Conclusion 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[医药卫生—卫生事业管理]