献血者让渡价值的研究

目的适应医疗市场需求，招募足够的无偿献血者，以保证临床用血。方法在招募工作中主动采用市场营销战略，致力于让渡价值和客户满意度研究，实行服务营销、文化渗透、形象营销相结合的创新组合招募方法。结果实现临床用血100％来自公民自愿无偿献血。结论在献血者招募中进行客户让渡价值研究，将企业文化看作一种管理哲学，成为指导献血者招募的一种管理原则。有助于实现高效招募，确保临床血液需求。

Study on the delivered value of blood donators

OBJECTIVE In order to adapt to the marketing requirement of medical treatment, more donators are to be recruited to keep the clinical blood enough. METHODS Marketing strategies were initiatively used in recruiting; the customer satisfaction and the delivered value were studied ;and the service marketing, culture penetration and image marketing were combined to recruit donators. RESULTS The clinical blood was all from the donators. CONCLUSION Carrying through the customer delivered value research in the donator recruiting and looking the corporation culture as a management philosophy become a management principle to guide the recruiting, which is helpful for the effective recruit and to insure the clinical blood enough.