北京地区献血者对献血纪念品的需求分析  

Analysis of the preferences for blood donation souvenirs among blood donors, Beijing

作　　者：赵春丽[1] 陈霄[1] 江峰[1] 高颂明[1] ZHAO Chunli;CHEN Xiao;JIANG Feng;GAO Songming(Beijing Red Cross Blood Center,Beijing 100088,China)

机构地区：[1]北京市红十字血液中心,北京100088

出　　处：《中国输血杂志》2021年第12期1357-1359,共3页Chinese Journal of Blood Transfusion

摘　　要：目的分析献血者对纪念品不同需求,提高献血宣传招募力度,提升献血者满意度。方法根据2020年度纪念品发放服务平台上纪念品兑换情况,对不同献血者所兑纪念品进行分析。结果通过统计学分析,年龄和性别对献血纪念品兑换偏好有显著影响。18~29岁献血者,纪念品兑换偏好虚拟卡券和数码家电类;30岁以上献血者,纪念品兑换偏好家居家纺和粮油副食类。男性偏好数码家电、运动户外、虚拟卡券类,女性偏好母婴健康、家居家纺、美妆个护类。结论根据大数据分析结果,有针对性的提供献血者所需纪念品,提升献血者的献血体验和献血满意度,对招募新献血者,保留固定献血者,起到积极作用。Objective To analyze the preferences for blood donation souvenirs among blood donors, so as to strengthen the publicity and recruitment of blood donation and elevate the satisfaction of blood donors. Methods The souvenirs exchanged by blood donors on the souvenir delivering platform during 2020 were analyzed. Results Statistical analysis showed that age and gender had significant influence on exchange preference for blood donation souvenirs. Blood donors aged 18 to 29 preferred E-vouchers and digital appliances for souvenir exchange while donors over 30 years old preferred home textiles and foodstuffs. Men preferred digital appliances, outdoor sports and E-vouchers, while women preferred maternal and child health, home textile and beauty care for souvenirs. Conclusion Providing targeted souvenirs for blood donors optimizes blood donation experience and satisfaction of blood donors, and plays a positive role in recruiting new blood donors and retaining regular blood donors.

关 键 词：无偿献血 纪念品 无偿献血者 

分 类 号：R193.3[医药卫生—卫生事业管理]