國軍志願役士兵留任意願影響因素與行銷溝通訊息鏈路之探討－以某分隊為例

The Study on Intention to Stay and Marketing Communication Promotion of Military Volunteer

張永煬(Yong-zheng Zhang) ； 方顯光(Hsien-Kuang Fang) ； 劉海東(Hai-dong Liu)

《全球管理與經濟》 14卷1期 (2018/06) Pp. 1-14

https://doi.org/10.6565/JGME.201806_14(1).0001

摘要

本研究探討現階段透過招募之志願役士兵，進入軍中並實際服役瞭解內部性質後，在面臨服役期限屆至時是否願意留營以及國軍要如何加強透過行銷策略讓志願役士兵留下之問題來加以研究。針對志願役士兵續服留營政策主要目標為能夠長留久用，若為了要鼓勵他們續服留營，以增加薪資為主要誘因，人員薪資無法突然成長是根本之限制，應朝向宣傳留營後將有更多機會提升原有軍中專長本職學識外，更有機會赴國外與各國軍方人員交流訓練及作戰實務等資訊，讓他們知道留營後可利用部隊資源學習多項技能；另「志願役士兵留營」政策滿足留營規劃需強化幾項目標：一、強化志願役士兵自我本職學能；二、降低志願役士兵入營前後期望落差；三、加強福利政策誘因提高續服留營意願。現今大部分「志願役士兵」對於國家及軍隊認同感相較早期已不強烈，對職涯規劃較無願意往專業軍、士官來發展，主因為不想擔任部隊基層幹部，避免責任過重造成壓力過大，而心態只想安逸度過軍旅生涯，或儲存資金達到自己預設目標後，即辦理退伍另謀民間工作；另外再加上外界對國軍各項事情都以放大鏡解釋，如近期「海軍陸戰隊士兵虐殺(小白)事件及雄三誤射事件」，還有更早期的「洪仲丘事件」都讓國軍形象傷害非常大，導致這些志願役士兵對軍隊普遍無向心力，故要提升軍人形象與部隊認同感是未來留營政策推動努力之目標。

關鍵字

溝通訊息通路 ； 志願役士兵 ； 續服留營

並列摘要

The Study is discussing the volunterr solider of ROCAF when the actually join the military that the affected factors to influence them who decide to stay in troops or not. Using the tools of marketing and communication to promote the MND's policies of elevating the volunteering solider stay on troop. Cause nowadays the MND is devoting to consolidate the benefits of volunterr enlisted and officers, that the volunteering solider to get as much the information is could make them to make the decision for staying the troops. The methods mainly devided 3 parts. 1. How improving the profesion skill. 2. To low the difference of expectation to the volunteering soliders. 3. Drafting better beneficial policy of volunteering solider. However, the volunteering soilder is not driven by the patriot. Moreover to focuse on the actual salary and related benefit. Although several events of disgracing the Armed Forces somehow to affect those who really want to stay on troop. So using the policy to elevate the identity of Armed Forces is the goal of the future policy.

並列關鍵字

Communication Information Channel ； Volunteering Solider ； Continue Stay on Troop