近年來組織爲能快速回應外在環境之變動,不斷進行組織精簡與調整,正處於組織與兵力結構調整中的國軍也面臨了人力結構的改變,在此組織變革階段,組織成員對於組織之信任與忠誠則是組織能否成功變革與轉型的關鍵因素。因此組織必須透過適當的機制設計,以維持與強化組織成員對於組織之承諾,其中內部行銷的策略與作法經多位學者證明是能提高員工對組織承諾的重要工具。研究目的在於降低人力資源成本,提昇組織效能。 本研究以268位陸軍之軍官、士官、志願役士兵為樣本進行實證研究,經典型相關分析結果顯示: (一) 受社會上職業性質組織與價值觀影響,軍官傳統價值承諾式微, 管理與情感支持的內部行銷作為漸為交換觀點所取代。 (二)工作訓練與教育對士官、志願役士兵是提昇素質與承諾的重要關鍵,更顯軍事專業趨勢對基層組織的重要性。 (三)激勵的方式與作為在努力承諾構面從未被支持,需重新評估或降低在「激勵」方面的資源,減少資源浪費。
In recent years, organization be able fast to respond change of external environment by down size and adjustment, The organization of military has also faced the manpower structure change, In the stage of transform, The organizational commitment of members and loyal trust of organization are critical factors to succeed transforms and reforms of organization .Therefore, the organization must penetrate suitable method design to maintains and strengthening organizational commitment of members, the domestic and foreign research finding that internal marketing is very important tool to positive influence organizational commitment. The purpose of study is to reduced the organization cost and enhanced the efficiency. This study was used to analyze date collected 268 samples including military officers, noncommissioned officers and volunteers in military organization. The study hypotheses were not all supported with the following results, In the canonical correlation analysis demonstrated that: First, gradually, the military officer tradition value pledges declines, management and the emotion support viewpoint be replaced by exchange viewpoint in the internal market. Second, work trains and educates is critical factor to promotes the quality and the commitment of noncommissioned、 volunteers than reveals the professional tendency to Primary organization's Members. Third, encouragement is never supported in effort commitment, must reappraise or reduce resources of encouragement then reduces the waste of resources.