全民國防體驗行銷初探－以憲兵鐵衛戰鬥營為例

The Experiential Marketing View on the All-out Defense: The Case of Military Police Battle Camp

謝奇任(Chi-Jen Hsieh) ； 李奕縈(Yi-Ying Lee)

《復興崗學報》 93期 (2009/03) Pp. 37-57

https://doi.org/10.29857/FHKAJ.200903.0003

摘要

自2006年起，國防部開始舉辦全民國防暑期戰鬥營，向全國高中（職）以上的在學生宣導全民國防的理念，希望用一種寓教於樂的精神，讓青少年體驗國防與部隊生活。體驗一詞雖然常見於各種行銷活動中，也常被各界研究，但對於國防的體驗解釋卻不多見。本研究之目的，便是分析全民國防的體驗行銷，瞭解全民國防戰鬥營是透過哪些體驗策略深化青少年的國防觀念？而青少年閱聽人又是如何體驗全民國防戰鬥營？為回答上述問題，本研究選擇憲兵鐵衛戰鬥營作為研究對象，先藉由參與觀察法，瞭解鐵衛戰鬥營中的課程內容，以定義戰鬥營的策略體驗模組；再藉由深度訪談法，蒐集青少年閱聽人在戰鬥營中體驗與感受。本研究發現，儘管國防活動與商業活動有所差異，但體驗行銷觀點仍然能夠解釋戰鬥營課程的內涵；以體驗的連結而言，閱聽人在戰鬥營中主要感受到感官與情感體驗，進而產生思考、行動與關聯體驗，這與戰鬥營所抱持的寓教於樂宗旨相當契合。

關鍵字

全民國防 ； 體驗行銷 ； 戰鬥營 ； 體驗 ； 閱聽人

並列摘要

Since 2006, All-out Defense Battle Camp has been held by National Defense Department for Taiwan's high school students, to experience the importance of the national defense to its own country. The idea of holding battle camp is education with fun. Experience is very popularly used in marketing events in Taiwan. However, experience the national defense has been heard only in recent years and rarely studied by the academy. The purpose of this exploratory research is therefore to apply the experiential marketing view on All-out Defense, using the example of the Military Police Battle Camp (MPBC). Two questions are asked: What kind of strategic experiential modules (SEMs) does MPBC adopt to reach high school students? And how do these young audiences experience MPBC? Researchers first use the participant observation method to see how courses have been taught and then use in-depth interview to understand how students thought about the courses. The result shows that, given the inner differences between MPBC and the commercial activity, the experiential marketing perspective can be transferred to explain MPBC well. Students in MPBC are connected to Think, Act, and Relate modules mostly through Sense and Feel Modules.

並列關鍵字

All-out Defense ； Experiential Marketing ； Battle Camp ； Experience ； Audience