中文摘要：

近年来血荒问题日益严重,社会矛盾突出,严重影响了社会总效益。本文引入有限理性经济人的假设,从行为经济学的角度分析社会个体不愿献血的原因。同时为了更清晰地说明人们无偿献血的净收益,本文引入成本效益理论,建立成本、效益模型;从行为经济学的角度分析并提出了如何解决血荒问题的建议：提高医疗卫生水平;加大新闻报道宣传力度;引入参照系;完善用血补助机制;优化奖励方式;透明化公共用血机制等。

英文摘要：

In recent years, the problem of blood supply shortage is more and more serious and the social con- tradictions are more and more obvious, which has greatly influenced the total social benefit. By introducing the as- sumption of finite rationality economic man, this paper analyzes the reasons for social individuals reluctance to pro- vide blood supply from the view of behavioral economy. Meanwhile, to better explain people~ pure benefit for vol- unteer blood donation, this paper introduces the theory of cost benefit, establishes cost and benefit model, analyzes and puts forward suggestion on how to solve this problem including： improving health care standard, increasing press propaganda level, introducing into reference system, perfecting blooding subsidy mechanism; optimizing a- ward style and open public blood- use mechanism etc.