市场细分技术在武汉市无偿献血者招募中的应用

目的了解目标献血者的构成和轮廓,以提高血站运作效率,并使目标献血者最大化地响应招募。方法借鉴社会营销中的市场细分技术,选择无偿献血知信行(KAP)、生活方式和人口统计变量作为细分变量,使用聚类分析的对武汉市居民行细分分析:向18—55周岁的武汉市居民及无偿献血者发放问卷,并对所收回的1101份有效问卷作市场(群体)细分。结果分析得到4个细分群体,依据集群中心距离判断各个细分群体的最重要特征,依次为“自我意识型”、“健康关注型”、“积极合作型”和“疏远淡漠型”。结论4个细分群体在生活方式、献血动机与行为上有明显差异;血站对各个细分群体的无偿献血宣传和营销活动应根据不同的营销目标而采取相宜的招募策略。

Applyting the technologies of market segmentation to blood donor recruitment in Wuhan,China

Objective To understand the profile of the potential blood donors by means of segmentation,so as to improve the performance efficiency of blood center and maximize potential blood donor's reaction to the recruitment strategies.Method Based on social marketing technologies,we employed cluster analysis to segment Wuhan residents with segmentation bases such as KAP(knowledge,attitude and practice towards blood donation),lifestyle and demographic variables.One thousand,one hundred and one Wuhan residents aged from 18 to 55 were surveyed.Result Four clusters come out with cluster centers indicating their important features.They are named "Self-conscious","Health Concern","Active Cooperator" and "Indifference".Conclusion Four clusters have significant differences with respect to lifestyle,blood donation motivation and behavior,so blood center should implement differentiated communication strategies and marketing activities according to each segment's marketing objectives.