| Abstract: | Unpaid blood donation is the goal that the modernized country pursues , and according to experience of the domestic and international blood undertaking, unpaid blood donation is to supply medical treatment and use the best blood source of blood, it is the developing direction of the blood undertaking of countries all over the world too. How to take effective marketing way, to increase consciousness of donating blood of people , to promote increase to donate blood the behavior it, and to improve medical treatment with the stock of the blood and supply quality , it is unlikely to be deficient that one can make medical treatment use the blood, it is the problem needing to solve urgently at present.
This research adopts the questionnaire investigation research approach, sending out 1501 questionnaires altogether, retrieve 992 effective questionnaires, the effective rate of recovery is 66.1%. The study makes use of SPSS software to calculate frequency distribution?factor analysis?cluster analysis and one-way ANOVA analysis via the surveyed data. Market segmentation for the donors is used by two variables such as life style and benefits-pursue.
The results are to find that people segmentation in accordance with the form life style to donate blood, can be divided into five and collected group, namely lead carefully , serve quality and lead , the health care helps people to lead , the friendship ties of the emotion is led and the insurance is led. It is interested for pursueing not 8 going on area separate it can divide into there aren't three pieces, namely fulfillment lead, admit self-respect interests lead and meet desire the interestses lead . The variables of age , education degree , family life cycle and personal monthly income of collecting the demographic parameter of group have apparent differences ; In addition to these groups to donate blood number of times , donate blood way , place of donating blood and continue will affect donate blood for difference of dominance in the future.
The relevant unit puts forward the following suggestions to the donating blood according to the result of study finally, supply quality that the market and medical treatment use the blood that one can improve Taiwan and donate blood . Firstly, different marketing tactics that group is worked out in accordance with collecting differently. Secondly, the association of the marketing tactics is used. Thirdly, to set up and donate blood the family approves the card. Fourthly, donate blood age is over 16 years old to 69 years old to relax. |
