摘要
目的调查分析航空医疗救援的发展现状和消费需求,为通用航空企业的航空医疗救援发展提供策略参考。方法采取文献研究和实地调研进行探索分析并据此设计问卷,在广州市随机抽取5个行政区发放问卷871份。结果企业运营压力大;90%以上的受访对航空医疗救援知之甚少,急救情况下的求救选择依次是救护车、自救工具、救护直升机;58%的受访认为航空医疗救援的宣传力度过小是认知匮乏的首要原因,31~45岁、男性、硕士及以上学历的人群相对更加了解航空医疗救援;超过六成的受访表示不能接受按小时计费的航空医疗救援费用,不知晓通航企业有相关的价格套餐;基于居民对航空医疗救援的支持态度,利用聚类分析将居民分为低度支持、中度支持和高度支持三类人群,其中18~30岁、女性、大专及本科以上学历、事业单位人员和公务员人群的支持力度最高。结论企业应协同政府提升公众认知度,消除信息不对称带来的感知价格与实际价格的偏差,并利用SAVE理论从解决方案、入口、价值、教育四个方面制定运营策略。
Objective To investigate and analyze the development status and consumption demand of aviation medical rescue,so as to provide strategic reference for the development of aviation medical rescue of general aviation enterprises.Methods Literature research and field research were conducted for exploratory analysis,and questionnaire was designed accordingly.Five districts in Guangzhou were randomly selected to distribute 871 questionnaires.Results Enterprises operation pressure was high.More than 90 percent of the respondents knew little about aviation medical rescue.The first aid options were ambulance,followed by rescue tool and helicopter.58 percent of respondents believed that the lack of publicity on aviation medical rescue was the primary reason for lack of cognition.People aged 31-45,male,and those with a master’s degree or above were relatively more aware of aviation medical rescue.More than 60 percent of respondents said they could not accept the hourly cost of aviation medical rescue and were unaware of the company’s price set.Based on residents’support attitude towards aviation medical rescue,the cluster analysis was used to divide residents into three groups:high level support,medium level support and low level support,among which those aged 18-30,female,college degree or above,public institution personnel and civil servants had the highest level of support.Conclusion Enterprises should cooperate with the government to improve public awareness,eliminate the deviation between perceived price and actual price caused by information asymmetry,and use the SAVE theory to carry out comprehensive marketing from the four aspects of solution,access,value and education.
作者
王怡晴
陆显慧
李梦琴
陈星桦
高伟
吴丁娟
WANG Yiqing;LU Xianhui;LI Mengqin;CHEN Xinghua;GAO Wei;WU Dingjuan(School of Health Services Management,Guangzhou Medical University,Guangzhou 511436,China;不详)
出处
《现代医院》
2020年第7期1027-1031,共5页
Modern Hospitals
基金
国家社会科学基金重大项目“预防为主的大健康格局与健康中国建设”(17ZDA080)第四子课题的阶段性研究成果
广东省教育厅2019年度省级大学生创新创业项目《穿越云端的守护“救”在身边——基于广州市空中医疗救援的现状调查及困境分析》成果
第九届“全国大学生市场调查与分析大赛”广东省一等奖作品。
关键词
通航企业
航空医疗救援
需求分析
运营策略
General Aviation Enterprises
Aviation Medical Rescue
Demand Investigation
Marketing Strategy
