台灣地區捐血人市場區隔之研究

The Market Segmentation of Blood Donors in Taiwan

王國協(wang kuo hsieh)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

無償捐血是現代化國家追求的目標，且從國內外血液事業的經驗來看，無償捐血是供給醫療用血最好的血源，也是世界各國血液事業的發展方向。如何採取有效的行銷方式，增加民眾的捐血意識，促進其捐血行為的增加，提升醫療用血之庫存與供應品質，期能使醫療用血不致匱乏，是當前迫切需要解決的問題。本研究採用問卷調查的研究方法，共發出問卷1501 份，回收有效問卷992份，有效回收率為66.1%。然後，運用SPSS 軟體的次數分配、因素分析、集群分析以及單因子變異數分析對蒐集的資料進行處理，分別依捐血人之生活形態及
利益追求兩個面向進行市場區隔。
本研究結果，發現捐血人依生活形態進行區隔，可分為五個集群，即「小心謹慎導向」、「服務品質導向」、「保健助人導向」、「情感聯誼導向」及「保險導向導向」。依利益追求進行區隔可分為三個集群，即「具成就感導向」、「自尊認同利益導向」及「滿足欲望利益導向」。此等集群之人口統計變數的年齡、教育程度、家庭生命週期及個人月收入均具有顯著的差異；此外，此等集群對捐血次數、捐血方式、捐血地點及今後是否繼續捐血的意願亦有顯著性的差異。最後根據研究結果對捐血相關單位提出以下之建議，期能提升台灣捐血市場及醫療用血之供應品質。
一、依不同集群擬訂不同的行銷策略
二、行銷策略之組合運用
三、建立捐血家庭認同卡
四、放寬捐血年齡，年滿16 歲至69 歲vz

關鍵字

無償捐血、生活形態、利益追求、市場區隔

並列摘要

Unpaid blood donation is the goal that the modernized country pursues , and according to experience of the domestic and international blood undertaking, unpaid blood donation is to supply medical treatment and use the best blood source of blood, it is the developing direction of the blood undertaking of countries all over the world too. How to take effective marketing way, to increase consciousness of donating blood of people , to promote increase to donate blood the behavior it, and to improve medical treatment with the stock of the blood and supply quality , it is unlikely to be deficient that one can make medical treatment use the blood, it is the problem needing to solve urgently at present.
This research adopts the questionnaire investigation research approach, sending out 1501 questionnaires altogether, retrieve 992 effective questionnaires, the effective rate of recovery is 66.1%. The study makes use of SPSS software to calculate frequency distribution﹑factor analysis﹑cluster analysis and one-way ANOVA analysis via the surveyed data. Market segmentation for the donors is used by two variables such as life style and benefits-pursue.
The results are to find that people segmentation in accordance with the form life style to donate blood, can be divided into five and collected group, namely lead carefully , serve quality and lead , the health care helps people to lead , the friendship ties of the emotion is led and the insurance is led. It is interested for pursueing not 8 going on area separate it can divide into there aren't three pieces, namely fulfillment lead, admit self-respect interests lead and meet desire the interestses lead . The variables of age , education degree , family life cycle and personal monthly income of collecting the demographic parameter of group have apparent differences ; In addition to these groups to donate blood number of times , donate blood way , place of donating blood and continue will affect donate blood for difference of dominance in the future.
The relevant unit puts forward the following suggestions to the donating blood according to the result of study finally, supply quality that the market and medical treatment use the blood that one can improve Taiwan and donate blood . Firstly, different marketing tactics that group is worked out in accordance with collecting differently. Secondly, the association of the marketing tactics is used. Thirdly, to set up and donate blood the family approves the card. Fourthly, donate blood age is over 16 years old to 69 years old to relax.

並列關鍵字

Unpaid blood donation, life style, benefits-pursue, market segmentation

參考文獻

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