國軍人才招募應用遊戲宣傳之評估

An Evaluation Study of Military Recruitment Promotional Strategies by Games

洪健元(Cheng-Yuan Hong) ； 劉大華(Tai-Hua Liu)

《復興崗學報》 98期 (2010/06) Pp. 79-101

https://doi.org/10.29857/FHKAJ.201006.0004

摘要

遊戲是當代非常普遍的休閒與娛樂媒體，它的走紅吸引了許多廣告主的青睞，企業更是積極地把遊戲界定為新一代的傳播媒介與行銷管道。在遊戲業者順勢推出更多作品以拓展市場的同時，廣告主也紛紛搭上這股熱潮，將產品跟遊戲結合，以進行市場行銷。遊戲魅力同樣吸引來自軍隊招募單位的覬覦，例如美國與澳洲的軍方，不約而同地透過遊戲設計招募訊息。本文認為，未來推動募兵政策之後，國軍人才招募的策略也必須跟上現行推動募兵政策的國家，學習其招募手法，因此本文要從比較的觀點，評估國軍人才招募應用遊戲媒介進行人才招募的可行性，進而提出更多樣性的人才招募策略。

關鍵字

遊戲 ； 新媒體 ； 人才招募

並列摘要

Games have become a common leisure entertainment nowadays. The games have been used by advertisers as new media. Enterprises have defined games as a new generation of media and marketing channel. Meanwhile game vendors take advantage of opportunity to promote more products, and advertisers integrate products and games to do marketing. Besides, games have a fascination for military recruitment's attention. Take the military in American and Australia for example. Both of them propagate the recruitment messages into games. We suggest that our military recruitment's strategies in the future can learn from the country which has implemented mercenary systems. The focus of this essay will be on the comparison and possibility between military recruitment and games as media, and propose various recruitment strategies.

並列關鍵字

games ； new media ； recruitment