Research On Social Marketing Based Strategy Of The Volunteer Blood Donation In Tongliao

Social marketing is a strategy that makes a voluntary target group to accept, reject or abandon a behavior by using marketing principles and techniques for the interests of individuals, groups or the whole society. Volunteer blood donation, which is advocated by the state and society for the people's health, needs people to participate in voluntarily. Therefore social marketing strategy should be a wonderful choice to mobilize people to participate in the volunteer blood donation.Tongliao, which city's population is 3,090,000, of which Mongolian population accounted for 46%, is the most populous region of Mongolian in Inner Mongolia Autonomous Region, and also an advanced volunteer blood donation city in the country. Therefore, the research on social marketing strategy of volunteer blood donation is meaningful for the publicizing, the social organization and the sustainable development of the volunteer blood donation in Tongliao. Besides, the research will give some suggestions to the nation's volunteer blood donation, especially in the underdeveloped distracts and the forming of regular volunteers.To study the influencing factors of volunteer blood donation of people and the determinants making the volunteers to donate blood, this paper investigated the blood donating will, the knowledge about volunteer blood donation, the satisfactory, the motivation and the demographic characteristic among the people who donated blood ever or not. The data demonstrated that there were significant differences between the work of volunteer blood donation in Tongliao and developed country or developed areas in China.According to the experience home and abroad, especially the successful recruiting strategy, and on the basis of the status of volunteer blood donation and the characteristic of the volunteer in the street, this paper presented six suggestions to make suitable strategy of volunteer blood donation in Tongliao, such as: 1) to fix the regular blood donors group and strengthen the publicizing; 2) to improve the service quality of blood donation station, and introduce the concept of marketing in order to improve the satisfaction of blood donors; 3) to reduce the risk of blood donors for maximizing the benefit per cost; 4) to publicize the volunteer blood donation variously and deeply; 5) to strengthen the recruitment and management of the donors; 6) to establish volunteer teams for blood donation servicing for promoting the work of volunteer blood donation.