品牌形象及行銷策略影響組織吸引力之研究-以國軍人才招募為例

Research on the Effects of Brand Image, Marketing strategy for Organizational attractive - The Case study of Military Personnel Recruitment

胡嘉宏(Chia-Hung Hu)

指導教授 ： 王正華 ； 鄭聖時

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2012年)

https://doi.org/10.6833/CJCU.2012.00052

摘要

本研究旨在國軍部隊面臨實施「募兵制度」時，針對國軍品牌形象、行銷策略與其內外組織吸引力做深入之探討，以提供管理階層研訂「制度變革」及「行銷策略」方案的參考。本研究以品牌形象、行銷策略及組織吸引力相關理論為研究範圍、以高中職及大學應屆畢業生及國軍新兵為研究對象，最後以敘述性統計、因素分析、信度分析、效度分析、迴歸分析及結構方程模式分析等方法進行資料分析處理。

關鍵字

品牌形象 ； 行銷策略 ； 組織吸引力

並列摘要

The purpose of this study is to Guojun troops face temporary implementation of the "volunteer force level" marketing strategy for the brand image of the national army with its inside and outside the organization attractive to do in-depth the discussion, to provide management class research Order "regime change" and "Bank marketing strategy slightly" program ofreference.
In this study, brand image, conduct marketing strategy slightly and organization attractive to the relevant management theory for the scope of the study, the study of high school and university fresh graduates and the national army recruits, the final descriptive statistics, factor analysis, reliability analysis and regression analysismethods for data analysis and processing, the study results are summarized as follows:
1. Guojun brand image of a partly positive significant impact on marketing strategy. Means that the image of the national army as possible, in marketing strategy to improve its performance, which the employees the impression as the main influence.
2. Guojun brand image showing the organization attractive to some of the positive significant effect. Means that the image of the national army as possible, in the attractiveness of the organization will be more attractive, which influence investors' impression and staff impression.
3. Guojun marketing strategy partly positive significant impact on organizational attraction. Means that Guojun more marketing inputs and external organizational attractiveness would be more attractive, including pricing and promotional strategies as the main influence.

並列關鍵字

Brand Image ； Marketing Strategies ； Organizational Attraction

參考文獻

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