從行銷概念導入全民國防教育的創新作為

Implementing the concept of Marketing into innovative actions of the All-Out Defense Education

陳振良(Cheng-Liang Chen)

《國防雜誌》 35卷1期 (2020/03) Pp. 27-42

https://doi.org/10.6326/NDJ.202003_35(1).0002

摘要

全民國防教育在於培育愛國意志、防衛意識及能力，以及有效實踐全民國防。這對我國國家安全而言，具重要的意義。自2006年《全民國防教育法》施行以來，國民都有接受全民國防教育的義務與權利，爲確保國人都能接受到全民國防教育的薰陶與洗禮，本文主張從另類思維以行銷概念來導入全民國防教育推廣，將具有一定的啓發作用。事實上，全民國防教育的行銷與一般的企業爲獲取利潤爲目標是有所不同。換言之，企業行銷對象是顧客，全民國防教育的行銷對象是國人；同時全民國防教育行銷目標在於獲得國人支持與認同，政府部門必須先建立行銷的概念，將全民國防的理念自然導入民眾的思維中、深植全民的生活中，才能實現全民國防教育目標。因此，全民國防教育行銷運用執行是否順遂，也會影響到國防政策目標的實現，以及大眾對全民國防教育的認同與支持。本文研究發現，以行銷概念導入全民國防教育推廣，必須採取創新思維及彈性靈活行銷策略的運用作法，並結合組織規劃與運用，才能發揮組織運作與功能。

關鍵字

行銷意涵 ； 政策行銷 ； 全民國防教育 ； 國防政策

並列摘要

The All-Out Defense Education aims to cultivate patriotism, defense awareness and abilities, and effectively promotes the policy which is important for the national security. Since the implementation of the ＂All-Out Defense Education Act＂ in 2006, all citizens have the obligation and right to gain from it. Through this article with different marketing perspective, it is certain that implementing the concept of marketing can promote the All-Out Education. In fact, the marketing of All-Out Defense Education is different from the conduct of ordinary enterprises, which are aiming at obtaining profits. In other words, companies 'marketing focuses on customers; the All-Out defense education targets on our countrymen, and the goal of All-Out defense education marketing is to acquire recognition and support from people. Government agencies must establish the concept of marketing, naturally introduce the concept of national defense into people's minds and make sure these patriot ideas are deeply rooted in the lives of the whole people, so that they can achieve the goal of All-Out Defense Education. Therefore, whether the implementation of marketing in All-Out Defense Education is smooth or not, will also affect the realization of the National Defense policy in public's recognition and support. This paper indicates that to implement the marketing concepts to promote the All-Out Defense education, government agencies must adopt innovative ideas and flexible marketing strategies. They shall endeavor to align planning with application and make the policy works.

並列關鍵字

Marketing ； Policy-marketing ； All-Out Defense Education ； National Defense Policy