【摘要】 目的探讨社会营销理论的应用对无偿献血工作的重要性。方法对本市无偿献血工作采用新方法调研,分析不同人群献血动机,对实施效果进行数据统计。结果市民对无偿献血从误解到理解、支持;献血回头率由20%上升至现在的40%;自愿献血人数占无偿献血总人数比例由15%上升至现在的42%;从2005年以来,临床用血100%来自无偿献血。结论应用营销理论和营销实践技能,创新无偿献血工作方法,在招募无偿献血者工作中取得了初步成效,成功突破了无偿献血工作的"瓶颈"问题。更多还原

【Abstract】 To study on the importance of donation of blood gratis by the application of social marketing theory.Methods Study on the new method of blood donation and the intention by different crowd,and it also made a data statistics to the effect. Results The residents of our city began understanding and supporting blood donation.The rate of those who donated blood a- gain has risen from 20% to 40% and the volunteers have risen from 15% to 42%.The blood for clinical use comes from dona- tion completely since 2005 Conclusion The application of marketing theory and skill has won initial success in enlisting dona- tors by the innovation on the method of blood donation,and it also settled the"bottleneck"in blood donation.更多还原