| Blood is regarded as one of important biologic resource. Blood transfusionis one of the most important ways to save life. 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. WHO and Congress of International Society of Blood Transfusion pointed out that the low danger blood donor should be educated, inspired, recruited and retained. The fundamental of volunteer, gratis blood donation should be recommended to get safe blood supply. Building up a stable blood donor group and carrying out booking volunteer blood donation is generally accepted as an ideal model.By now, the clinical blood has comprehensively come from volunteer blood donation in the world. Taiwan of China, Hong Kong-Macau and most cities of inland also carried out volunteer blood donation, but there's still a difference to achieve a real volunteer blood donation. Few cities achieves clinical blood completely come from volunteer blood donation. Combined with actual condition, and the self characteristics, to establish effective strategy for recruiting blood donor, to build up a stable volunteer blood donor group, to carry out the change from one time, occasional blood donation to many times, repeating volunteer blood donation and from random volunteer blood donation to stable, booking volunteer blood donation, are the essential approachs to achieve the goal of volunteer blood donation.The methods of this study include documents study, questionnaire and some other methods. We studied the work of Rizhao city volunteer blood donation and the strategy of recruiting volunteer blood donator to provide reference for building up a stable group of volunteer blood donation, and promote the healthy and continuable development of volunteer blood donation work. Based on some documents, analyzed comprehensively the current situation and development tendency of blood donation work, the recruiting management, prospective research on volunteer blood donation theories of U.S.A. Australia, Japan etc, and Hong Kong, Taiwanese region, and found the advanced marketing management conception of blood donation is worth learning. Compared with Shenzhen, Qingdao that are regarded as advanced cities for volunteer blood donation, the characteristics, development process and current work status of blood donation work in Rizhao were analyzed. To further understand the experience of blood donation, awareness status of blood knowledge, information source of about knowledge blood donation, motive and attitude to blood donation, identification about street blood donation of Rizhao volunteer blood donor, we analyzed personnel constitution of all street volunteer blood donors of 2006, and investigated knowledge, behavior of 400 blood donors who were sampled randomly.Some problems existing in volunteer blood donation work in Rizhao, characteristics of blood donors and superiority of college students in Rizhao were also analyzed. Based on social marketing theories, we put forward some suggestions and countermeasures about recruitment management of blood donation work in Rizhao To carry out marketing management strategy of blood donation work.To carry out omnidirectional, multi-angle and multi-format publicity; To pay attention to the spread of blood dornation knowledgement from person to person, and deal with public relations successfully; To provides humanization, individuation service, and win a trust from blood donor; According to multi- element of blood donation motivation of blood donors, put recruitment strategy of blood donor into practice; To adopt all kinds of methods to recruit component blood donors; To strengthen the establishment and the management of the RhD(-) blood donors group; To promote the blood donation work of high schools by establishing young volunteer blood donor group. 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 volunteer blood donation troops, to carry out volunteer blood donation mode, and to realize all clinic blood supply coming from volunteer blood donation.
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