全民國防知性之旅行銷傳播策略研究－以國軍營區開放活動為例

The Study of Communication Strategies in All-out Defense Education-The Case of Base Open Tours

吳永捷(Yung-Chien Wu) ； 謝奇任(Chi-Jen Hsieh) ； 劉大華(Ta-Hua Liu)

《復興崗學報》 96期 (2009/12) Pp. 203-221

https://doi.org/10.29857/FHKAJ.200912.0009

摘要

全民國防在臺灣是重要的國防政策之一，在「預防戰爭、國土防衛、反恐制變」的基本政策目標之下，國防部推動了許多相關活動，其中又以「全民國防暑期戰鬥營」及「營區開放活動」受到最多民眾青睞。兩者的共同處，都是運用體驗的方式，讓民眾透過「寓教於樂」的活動，接觸到全民國防教育訊息。不過，就參與層面來看，暑期戰鬥營礙於只能在暑假期間舉行，且僅開放高中職以上在學青年參加，所以參與民眾較為受限；營區開放則是不分男女老幼皆可參加，往往形成假日民眾全家出進景象。本文主要以營區開放活動為研究對象，首先舉出以往活動舉辦上的利弊得失，然後再參考體驗行銷、故事行銷、觀光工廠等當代行銷策略與應用形式，提煉出國軍營區開放活動可以參考與借鏡的元素，最後針對未來營區開放活動如何運用現代行銷手法，以貼近民眾的態度，達到政策與教育資訊傳播事半功倍的效果，提出本研究的建議。

關鍵字

全民國防 ； 體驗行銷 ； 故事行銷 ； 觀光工廠 ； 體驗營區

並列摘要

As an important national defense policy in Taiwan, all-out defense raises many concerns from both the academia and the military. The major means to carry out all-out defense policy is through many levels of education. And the spirit among different educational forms is to educate with fun. Two most noticed forms of all-out defense education are summer battle camps and base open tours. Both are highly popular and really draw the public's attention. However, summer battle camps only allow the youth (mostly high school students) to attend, while base open tours are held for everyone. Since base open tours have to connect all levels of people together, their communication strategies must have an approach of embracing and absorbing all the favorable elements. To study this approach, this paper first points out the limitations of early base open tours. Then the paper seeks to draw different favorable elements from modern marketing literatures such as experiential marketing, story-telling marketing, and even factory tours. Finally, based on our new approach, the paper proposes the implementation of base experience tours instead of plain base open tours.

並列關鍵字

All-Out Defense ； Experiential Marketing ； Story-Telling Marketing ； Factory Tours ； Base Experience Tours