服务营销理念在无偿献血中应用的效果评价

目的探讨服务营销理念在无偿献血中的应用方法及效果。方法将服务营销的理念引入无偿献血护理工作中，包括无偿献血的宣传招募、献血全过程护理、献血后回访等方面，创新和优化献血服务。观察应用此理念后2006年1-10月无偿献血者献血反应发生情况、固定献血者人数以及一次性献血400m1人数，并与2005年同期进行比较，观察服务营销理念应用的效果。结果在无偿献血护理中引入服务营销理念后献血反应发生率由开展前的1．798％下降至0．499％；一次性献血400ml人数占献血者比例由14．878％增加至57．055％；固定献血者比例由3．448％增加到10．758％：两组比较差异均有统计学意义（P〈0．05或P〈0．01）。结论将服务营销的基本原理和方法运用于无偿献血护理工作中，可减少献血反应的发生率和降低献血反应的严重程度，并提高一次性献血400ml的人数，稳定和扩大固定无偿献血者队伍。

Effect Evaluation of Service's Marketing Concept in Volunteer Blood Donation

Objective To evaluate the effect and method of service＇s marketing concept in volunteer blood donation. Methods The concept of ＂service＇s marketing＂ was introduced into nursing work in volunteer blood donation, which included propaganda of volun- teer blood donation, nursing during the process, visiting after donation and innovation of service. Rate of adverse reaction, numbers of fixed volunteer donators and numbers of volunteer donators donating more than 400 ml from Jan. to Oct. 2006 were observed and compared with those from in 2005. The effects of concept of ＂service＇s marketing＂ were observed. Results After applying service＇s marketing in volunteer blood donation, the rate of adverse reaction decreased form 1.798% in 2005 to 0.499% in 2006. Numbers of volunteer donators donating more than 400 ml increased from 14.878% to 57.055%. Numbers of fixed donators increased from 3.448% to 10.758%. There were significant differences between two groups（P〈0.05 or P〈0.01）. Conclusion Application of service＇s marketing concept in volunteer blood donation can reduce the rate of adverse reaction and the degree of adverse reaction, increase the numbers of volunteer donators donating more than 400 ml and stabilize the number of fixed volunteer donators.