基于SWOT理论下深圳无偿献血宣传的战略研究——以深圳市血液中心微信公众号为例  

Research on the Strategy of Unpaid Blood Donation Promotion in Shenzhen Based on SWOT Theory--Take the WeChat Public Account of Shenzhen Blood Center as an Example

作　　者：孙静[1] 喻萍江 黄芯蕊 帅菲斐[3] SUN Jing;YU Pingjiang;HUANG Xinrui;SHUAI Feifei(Shenzhen Blood Center,Guangdong Shenzhen 518043;Shenzhen Emergency Medical Center,Guangdong Shenzhen 518043;Shenzhen Second People's Hospital,Guangdong Shenzhen 518035)

机构地区：[1]深圳市血液中心,广东深圳518043 [2]深圳市急救中心,广东深圳518043 [3]深圳市第二人民医院,广东深圳518035

出　　处：《深圳中西医结合杂志》2024年第20期133-136,共4页Shenzhen Journal of Integrated Traditional Chinese and Western Medicine

摘　　要：深圳市血液中心作为无偿献血事业的先行者,拥有丰富的经验和创新做法。本文作者基于SWOT理论,对深圳市血液中心微信公众号在无偿献血宣传方面的战略进行了深入探究。分析了其微信公众号在品牌影响力、创新实践、智慧化升级和优质服务等方面的优势,同时也指出了互动性时效性不足、宣传内容单一和用户参与度受限等劣势。面对政策支持、技术创新和社会关注等机遇,以及谣言误解和竞争压力等威胁,笔者提出了相应的战略建议,通过实施这些建议,深圳市血液中心有望提升无偿献血宣传的效果,为其他血站和公益组织提供有益的参考,为推动无偿献血事业的繁荣发展做出更大贡献。As a pioneer of voluntary blood donation,Shenzhen Blood Center has rich experience and innovative practices.Based on the theory of SWOT,the authors make an in-depth study on the strategy of the wechat public account of Shenzhen Blood Center in the promotion of voluntary blood donation.The article analyzes the advantages of its wechat public account in brand influence,innovative practice,intelligent upgrade and quality service,and also points out the disadvantages such as lack of interactive timeliness,single publicity content and limited user participation.In the face of opportunities such as policy support,technological innovation and social attention,as well as threats such as rumor misunderstanding and competitive pressure,the authors put forward corresponding strategic suggestions.Through the implementation of these suggestions,Shenzhen Blood Center is expected to improve the effect of the publicity of voluntary blood donation,provide a useful reference for other blood stations and public welfare organizations,and make greater contribution to the prosperity and development of voluntary blood donation.

关 键 词：健康传播 无偿献血 SWOT理论 

分 类 号：R193[医药卫生—卫生事业管理] R457.1[医药卫生—公共卫生与预防医学]