摘要
目的通过多方面社会营销措施，提高苏州公众对酒后驾驶认识水平，最大限度地减少或控制酒后驾驶，最终减少因酒后驾驶所致事故伤残发生。方法采用分层随机抽样和便利抽样相结合的方法。选择私家车人群较集中的区域作为调查点，并采取人群分层方法，开展调查访问问卷内容。结果在611名调查对象中，233名(38.13%)调查对象知道苏州酒驾社会营销活动。不同传播方式，不同文化程度、调查对象的职业均影响酒后驾驶安全知晓率[其中231名(37.81%)看过电视广告，320人(52.57%)看过报纸报道，271人(44.35%)听过广播，122人(19.97%)知道“苏州道路安全网”，395名(64.65%)在公共场所看见过酒驾的宣传，259名(42.39%)调查对象知道放心饮酒餐厅]。结论针对不同人群考虑开展社会营销策略，传递酒驾核心信息，最大限度地减少或控制酒后驾驶。
Objective various measures to improve Suzhou social marketing project on drink driving awareness,minimize or control of drink driving,to reduce due to the occurrence of disability.Methods By using stratified random sampling and convenient sampling combination.in order to investigate the point of private car population is concentrated area of choice,to avoid or reduce the deviation,take measures of population stratification,to ensure the reliability of data representation and results.The process of questionnaire by convenient sampling,the appropriate survey activities encounters investigators in the crowd to access the contents of the questionnaire.Results Among611subjects in233(38.13%)know Suzhou drink driving social marketing activities,for different modes of communication,different cultural level,occupation survey on drink driving safety awareness rate have different differences[231(37.81%)of them watched TV advertising,320(52.57%)of them read newspapers,271(44.35%)of them listened to the radio,122(19.97%)of them knew the Suzhou road safety net,395(6.65%)of them in public places saw drink driving campaigns,259(42.39%)of them knew assured drinking restaurant].Conclusion To consider the suitability for different groups of people carries out social marketing strategy transfer of drink driving core information minimize or control of drink driving.
作者
黄桥梁
倪川明
张钧
胡一河
HUANG Qiao-liang;NI Chuan-ming;ZHANG Jun;HU Yi-he(Disease Prevention and Control of Suzhou,Suzhou 215004,China)
出处
《伤害医学（电子版）》
2015年第4期13-15,共3页
Injury Medicine(Electronic Edition)
关键词
酒后驾驶
社会营销
效果评估
Drink Driving
Social Marketing
Effect evaluation
