武汉市学生群体献血市场细分研究

Research on Market Segmentation of the Student Blood Donors in Wuhan

目的分析市场细分对资源优化配置的方法,以更好地识别目标献血群体,寻找新的服务机会,将有限的营销资源应用到献血概率最高的无偿献血者群体中。方法选择无偿献血知信行(KAP)、生活方式和人口统计变量作为细分变量,使用聚类分析方法对武汉市学生群体进行市场细分。结果分析得到4个细分群体,依据集群中心距离判断各个细分群体的最重要特征,依次为"淡漠规避型"、"认知行为型"、"认知缺乏型"和"利他主义型"。结论4个细分市场在献血行为和生活方式的差异有统计学意义,而人口统计学上的差异无统计学意义。

Objective out new service opportunity Though segmentation, blood center can get better understanding of blood donors,and find and optimize the allocation of resources by focusing on the segments with higher blood donation probability. Methods Cluster analysis was employed to investigate whether the student market can be segmented based on KAP （knowledge, attitude and practice towards blood donation）, lifestyle and demographic variables. Results- Four clusters come out with cluster centers indicating their important features. They were named indifference and evader, knowledge and practice, lack knowledge, and altruism. Conclusion While significant differences are found among seg- ments based on KAP and lifestyle, no difference is found in demographic dimension. Discussion focuses on recruitment and retention strategies for student markets according segment profile.