A Study of Marketing Strategy and Blood Recruiting Effects Appraisal for Taiwan Blood Service Foundation

• Main Authors: Jhih-Ji,Chen, 陳志吉
• Other Authors: Jer-San, Hu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/74504338023172484811

碩士 === 輔仁大學 === 非營利組織管理碩士學位學程在職專班 === 102 === Abstract: Taiwan Blood Services Foundation (TBSF), a non-profit organization, is the only legal filing by the Ministry of Health and Welfare performing the recruitment and supply of blood for medical use in Taiwan. Established in 1974, TBSF puts effort in the promotion of “non-remunerated blood donation” in the hope of eliminating the “paid donation”. As of 2011, more than 99% of blood for medical use is supplied by TBSF, and the annual blood donation has increased by 670 times in 39 years. By exploring TBSF’s mode of operation, this study explores the application of marketing strategy and service marketing as well as social marketing on the foundation, facilitate the systematic development of marketing plans and management as well as the knowledge bank for blood donation, which provides reference for future foundation events. In this study, data analysis, literature review and in-depth interview targeted related literature and the information of TBSF were used to summarize the social marketing strategy and to define the effectiveness of the promotion of blood donation. The information regarding the formulation and execution of the marketing strategies were collected by the interviews with the decision makers for the marketing actions. In this study, the effectiveness and goal of the promotion of blood donation, the major marketing method and the primary partners were analyzed, and the conclusion includes the following: 1. Evolution of social value: (1) The public: the marketing strategies include Product, Price, Place, Promotion and People, and the primary partners are endorsers, national associations and public media. (2) Population younger than 17: the marketing strategies include Product, Promotion and People, and the primary partners are endorsers, educational organizations and public media. 2. Promotion for first-time donors: the major marketing strategy is Promotion, and the primary partners include Tasty and public media. 3. Emergent recruitment of blood donation: the major marketing strategy is Promotion, and the partners include Guo Hsing activities, national associations, authorities, organizations, schools, military and public media. 4. Recruitment for special population: (1) Young adults (17-30 years old): the major marketing strategies are Promotion and People, and the primary partners include Tasty, educational organizations, public media and endorsers. (2) Housewife: the major marketing strategy is Promotion, and the primary partners include Guo Hsing activities and public media. 5. Repeated donors: the major marketing strategies are Product, Price, Place, People, Physical Facility , Process and Promotion, and the primary partners include national associations, authorities, organizations, and schools, military and public media. 6. Organizer of blood donation events: the major marketing strategy is Promotion, and the partners include national associations, authorities, organizations, schools and military. 7. Loyal donors: the major marketing strategies are Product, Price, Place, People, Physical Facility , Process and Promotion, and the primary partners include national associations, authorities, organizations, and schools, military .