Abstract: Objective To investigate the population structure characteristic and its influencing on the repeated donations in Binhai New Area,in order to improve blood donor recruitment strategy,service quality and service level.Method sBlood donors were selected in 2015,and the donors' feelings were evaluated regarding the reliability,response,tangibles,assurance and empathy in the process of blood donation that may affect the repeated donations. Results The donators were aged from 20 to 35 years,accounting for 64.24% （14637/22786）; workers accounted for 45.15% （10 288/22 786） and freelancers accounted for 35.24% （8 030/22 786）; persons with junior middle school education accounted for 49.09% （11 185/22 786）. The purpose of 30.67% blood donation was "devote love". Blood donation awareness was mainly from street propaganda （22.94%） and media （34.51%）,The main negative factor （24.24%） influencing repeated donations was fearfulness of the health effects. Clean donation environment and the understandable promotional materials were active factors that affect their subsequent donation whereas insufficient problem-resolving ability in donation process and unsatisfied attitude constituted adverse factorss. Conclusion Well-trained staff and qualified service,together with efficient advertisements,are crucial for improvement of enthusiasm of blood donation in order to ensure the clinical blood supply.

Key words: Voluntary blood donors, Fixed blood donors, Blood donation service