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  • 學位論文

國軍招募廣告策略之探究-以志願役士兵為例

The Research of National Army’s Recruitment Advertising Stratey -A case study of Volunteer enlisted men

指導教授 : 吳博欽
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摘要


摘要 在經營企業的五大功能中,『行銷』一直是不可或缺者,而在行銷的領域中,「廣告」被認為是提昇銷售量的一個強而有力的催化劑。由於媒體為組織在面對龐大的消費群眾時進行訊息溝通的一個重要管道,自然成為國家政策中,由傳統”徵兵制”轉變為”募兵制”的重要宣示成功與否的關鍵之ㄧ。因此,在廣告傳遞的過程當中,首要注重的是溝通,在發展策略的同時須考量如何在適當的時間,以適當的成本發送適當的訊息,經過適當的管道傳至適當的人手上。基於上述的背景及動機,引發本研究對於我國國軍志願役士兵招募流程中,所選用之廣告策略、策略制定機制以及影響業者決定採用的媒體、訴求方式及溝通管道之考量及影響因素為何之興趣。 本研究聚焦於將「志願役士兵」視為ㄧ長期性的消費產品為出發點,進行相關廣告宣傳策略的探討及分析。在經過專家訪談、個案介紹及策略分析之後,本研究將區隔市場目標族群(Targeting)與媒體策略及組織情形進行總結如下: 一、在區隔市場目標族群的部份:國軍目前依據居住區域(含生活型態)、年齡層、性別等方式進行市場區隔,且有非常明確的目標顧客族群。但就成效上而言,兵源以南部地區或是鄉鎮地方為主,北部或都市地區屬於較難突破的區域。 二、媒體策略:權責單位為所有專長的專業人員,能在有限的資源下,以理性為訴求,推銷「志願役士兵」此一長期性且涉入性高的產品。 三、組織情形:國軍為一特殊且身負國家安全及機密之組織,其嚴密的政策導向之科層式組織相較於獲利為主的企業組織,其活潑性較差。

並列摘要


Abstract There are five functions in management skill, and ”Marketing” is one of those that can not be neglected. In marketing area, “Advertisement” is considered as a powerful instrument to promote product’s sale volume. Since Media is an important instrument for organization to transmit messages to enormous customers, it is also a way for national policy to shift from traditional “Conscription system” to “Recruitment system”. Therefore in the process of advertisement passing messages, communication is a most important way. In developing strategies we also need to consider how to use proper time and proper cost to send proper messages, through the properly way, to right person. Based on above backgroup and motivation, this search focuses on choosing advertisement strategy, strategy system and the factors influencing firm to use media in the national voluntary on recruitment system procedures. This research regards ”voluntary soldier system” as a long-term consumption and engages into the discussion and analysis of relatives advertisement strategy. After expertise conversation, case study and strategy analysis, this research obtains the conclusions as follows. 1.In the targeting market : Military segments market area according to residence area (including lifestyle), age, sex etc., and obtains a clear targeting customer group. But the result shows that soliders almost come from country side and from northern area or urban still hard to break through. 2.Media’s strategies : Authorization units have the professional members and under limitation resources to promote the “voluntary solider system”, a long term and high involving production rationally. 3.Organization condition : Since national army has the responsibility for national security and a serious organization, its strict policies leads to science layer organization is less alive compared with profit’s organization.

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