The Applied Research Of Social Marketing In The Voluntary Blood Donation

Blood is regarded as a rare biologic resource. At the present time, blood can't be substituted by blood products, but the clinical demand is very great. Therefore, blood for clinic only can be got by civilian donation. At present, many countries in the world have reached all or most of the medical use of blood from voluntary blood donation. The voluntary blood donation of China also develops very rapidly. Many parts of our country have basically achieved this change from mandatory blood donation program to non-mandatory target of voluntary blood donation. But there are also a lot of problems. A randomized, unstable blood donation pattern is still used. So we are now facing the need to solve the problem that is how to recruit blood donors to participate the voluntary blood donation to ensure the clinical use of blood at any time. To achieve these objectives for blood donors of change and the recruitment of adequate, long-term of blood donors to address the blood supply and ensure the safety of blood, we need the theoretical system as a guide. But as a scientific guidance method to change social and public acts, social marketing has acquired successful practical experience in the environmental protection, AIDS prevention, family planning and other aspects, particularly in the foreign voluntary blood donation. This will be beneficial to our theories and practical workers.In this paper, integrated use of modern marketing, political economics, sociology, communications, and other disciplines of knowledge, we describe the present situation and development trend of voluntary blood donation at home and abroad; analyze the social marketing environment, the personnel structure,knowledge, attitude, behavior, satisfaction, and market segmentation; target blood donors ; and formulate corresponding social marketing programs (4ps) to achieve the objective of transformation. With the status quo of voluntary blood donation and based on the social marketing theories, we put forward some suggestions about recruitment management of blood donation work. Eventually to achieve the implementation of voluntary blood donation management and expansion of social marketing "love mobile blood bank" as a fundamental strategy, to carry out"Emergency Flowing Blood Bank"that referred in Emergency Pre-project of lash-up bloodmobile for final guarantee. At last that's to build up a stable voluntary blood donation troops, to carry out voluntary blood donation mode, and to realize all clinic blood supply coming from voluntary blood donation.