以APP軟體行銷志願役士兵招募政策之研究

Using APP Software to Market the Policy of Recruitment of Volunteer Soldiers

胡舜鈞(Shun-Chun Hu)

《國防雜誌》 30卷5期 (2015/10) Pp. 101-115

https://doi.org/10.6326/NDJ.2015.30(5).5

摘要

本文目的是探討開發APP軟體應用程式做為志願役士兵招募行銷可行性，文中藉由探討APP軟體特性與運用模式、政策行銷理論及分析現行志願役士兵招募行銷模式等3個面向，探討現行志願役士兵招募行銷策略，將此行銷策略導入APP軟體的可行性，期能擴大政策行銷管道，提升政策透明度，研究結果可提供政策單位參考，以順利推動政策，塑建國軍優質形象。研究發現APP軟體具備貼近性、便利性、整合性、移動性及互動性等5大特性，對於志願役士兵招募政策行銷，適合運用APP軟體，亦可強化當前志願役士兵招募行銷管道的不足，減少招募的人力與財力支出。本研究建議成立志願役士兵招募APP專案小組，強化志願役士兵招募行銷通路與推廣。

關鍵字

志願役士兵招募 ； APP軟體 ； 國防政策 ； 募兵行銷

並列摘要

This paper aims to investigate the feasibility of developing the APP software to market the recruitment policy of volunteer soldiers. Through discussion of three marketing models including the features and utilization patterns of APP software, policy marketing theory and analysis of existing recruitment of volunteer soldiers, this paper explores current marketing strategy for recruiting volunteer soldiers. The marketing strategy is further studied to investigate the feasibility of using APP software. It is expected that the marketing channel can be expanded and the transparency of policy can be promoted. In addition, the results of this research can be adopted by relevant government agencies for references in order to successfully implement the volunteer force policy and establish a good image of the armed forces. It has found that the APP software possesses five characteristics, namely intimacy, convenience, integration, mobility and interactivity. With regard to the marketing of volunteer force policy, an appropriate use of APP software can not only fill the shortage of the current marketing channels for volunteer soldier recruitment, but also reduce the human and financial expenditure for recruitment. This study suggests that the Ministry of Defense should establish an ad hoc group to deal with volunteer soldier recruitment through the use of APP. To this end, the marketing channels and promotion of recruitment of volunteer soldiers can therefore be strengthened.

並列關鍵字

recruitment of volunteer soldiers ； APP software ； National Defense Policy ； marketing of volunteer force