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《Chinese Journal of Blood Transfusion》 2014-04
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Feasibility analysis and investigation of precision marketing on blood donor recruitment in the countryside

SU Xianggen;HE Ningyu;LU Zhuxuan;LI Bin;GONG Zukang;Nanning Blood Center;  
Objective To perform feasibility analysis and investigation of precision marketing on blood donor recruitment in the countryside by using questionnaires to understand rural residents' perception and behavioral attitude towards voluntary blood donation.To identify and precisely locate the main residents group for promotion and recruitment,improve targeted strategy and promote the development of voluntary blood donation in the rural areas.Methods A questionnaire was used to investigate rural residentss aged from 18 to 60 years old in six counties of Nanning.The questionnaire included questions about essential personal information,awareness of voluntary blood donation,need of donor service,intention to donate blood and opinion and suggestion for vuluntary blood donation.Results(1) 4 500 questionnaires were distributed and 3 815 valid questionnaires were collected;(2) The basic information of blood donors was obtained,including gender,marriage,nationality,age,educational background,occupation,etc;(3) 2 586(67.79%) responders would like to be voluntary blood donor,1 129(32.21%) responders wouldn't and 2 517/3 815(65.98%) responders would join in the emergency donors team;(4) Investigation on related knowledge and policy showed that,responders were poor informed about suitable age for donating blood(34.00%),time interval(35.33%),volume of donated blood(56.88) and healthy inquiry and medical examination before donation(64.17%)(5) Most of responders were in favor of bringing blood donation mobile vehicle to village(2 637 /3 815,69.12%),building up blood donation house in the county(2 881 /3 815,75.52%),accepting mutual blood donation when needed(2 344 /3 815,61.44%) and cost of recieving transfuion can be reimbursed in hospital(2 881 /3 815,75.52%).Conclusion Precision Marketing are suitable for blood donor recruitment in the country.By thorough propaganda,building up rural blood donation houses,improving reimburse system,we can then establish long term blood donation recruitment system in the countryside and control the potential donors,cost of recruitment and the effect of recruit.
【Fund】: 广西壮族自治区卫生厅科研项目(Z2011272)
【CateGory Index】: R193.3
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