軍隊為一個國家及政府生存極其必要的組成條件之一,國軍配合政府組織改造期程及後續兵力結構調整,預估國軍將由現在的21.5萬人裁減到17至19萬人間,為因應新一代兵力發展的軍事需求,以及建立「小而精、小而巧、小而強」的國防武力,募兵制度以成為國軍仰賴之兵源獲得手段,因此軍隊人才招募的成效,其影響遠超過一般企業的徵才,故本研究參考行銷策略,運用抽樣統計方法,針對志願役人員調整福利待遇、改善營區設施環境及加強職涯發展等手段,所產生對提升招募工作執行成效之影響,並以量化方式,運用問卷設計、樣本選定與調查,輔以科學化工具進行資料分析,研究結果顯示行銷策略對留營意願有正向且顯著相關性,產品策略及福利策略二個面向亦留營服意願有正向且顯著相關性,在不同背景變項中學歷及職務二項背景變項均達顯著之差異,顯示可透過鼓勵志願役官兵參與進修提升自我,以提高認知度,進而提升留營率。
Armed force is one of the essential organizations for a country. With the reorganized policy, the Standards for National Defense Department Organization Employment Allocation will continuously decrease from 215 thousands to 170 thousands. In order to solve this problem and build a delicate, suitable but powerful force, we must to make the recruitment system and strategy more attractive to enhance to Inducement, and let more high quality people want to join the army. For this purpose, this research use the concept of marketing strategy development, and use sampling statistics method to survey if it’s possible to attract people to join army by increase treatment, improvement the soldier’s living environment, and offering the reemployment assistance. The result shows recruitment combined with the marketing strategy has the positive relation, especially in the strategies of product and welfare, even if for the different levels of education and profession. By this research, it shows army can encourage voluntary soldiers to engage in advanced studies to enhance their identification, which can lift the voluntary soldiers’ willing to continuously work in army.