台灣近年來少子化的問題,導致許多大學招生產生缺額,各大專院校紛紛投入資源,搶救新生來源,本研究以空軍軍官學校正期生為例,目的在了解目前國軍在經費撙節的環境下,各種招生行銷策略中,何種策略對加入國軍有興趣之青年招募較具吸引力,並從各種行銷手法探討是否影響學生再推薦意願。本研究以空軍軍官學校全校在校生為研究對象,採用問卷調查法方式及相關文獻探討進行研究,受測對象共計588人,回收之問卷計497份,有效問卷計473份,所得資料以描述性統計分析、探索性因素分析與集群分析等方法進行分析,以期了解現行行銷策略對學生再推薦意願之影響,最後根據研究結果提出結論與建議,以提供國軍後續招募行銷規劃及未來研究之參考。
The subjects of this paper are the Air Force Academy students. In the study, 588 surveys handed out, 497 returned. Excluding of 36 uncompleted responses, 461 effective responses are used in this research. The return rate accounts for 78.4%. The goals of this study are: (1) to realize the relationship of marketing strategies and the intention of re-registration. (2) To utilize the T-Test, ANOVA and Cluster methods for analysis. (3) Finally, the study wants to provide concrete suggestions to the personal recruitment-marketing strategy for the Air Force Academy.