摘 要 本研究旨在國軍部隊面臨實施「募兵制度」時,針對國家兵役制度變革原因、志願役士兵招募作業與所採行之行銷策略做深入之探討,以提供管理階層研訂「制度變革」及「行銷策略」方案的參考。 本研究以中國歷史及各國兵役制度變革文獻、行銷策略相關理論為研究範圍、國軍人才招募組織為研究對象,採質化的研究方法,具體之研究成果如下: 一、從文獻回顧瞭解兵役制度採行原因中「經濟效益」及「因應未來現代化戰 爭之需求」為各國兵役制度決策之關鍵因素,而徴、募兵並行制度應是現今最適合我國採行之方式。 二、人才招募之行銷溝通作為如以「顧客導向」之觀念設計,如:加強網路行銷、激勵制度、顧客回饋、拓展民間通路(如7-11、全家便利超商),提供易於取得的招募資訊,有助提昇國軍整體形象及人才招募之質與量。 三、在傳播媒介運用方面,建議可導入事件行銷(如:國家慶典軍種表演)、體驗行銷(軍種專長體驗營)及外包專業廣告公司執行,應能有較佳的市場反應。
Abstract The purpose of this study is to provide reference for management team to implement the marketing strategy of recruitment by investigating the recruiting process in accordance with the new military recruiting system. The study starts with reviewing the literature of Chinese historical military service systems as well as other countries in the world;the related theories of marketing strategies. In this study, qualitative research method has been used while targeting the military recruiting department as the unit of analysis. The significant contribution of this study are: 1.The combination of “marketing strategy” and “voluntary system” is the most suitable practice for Taiwan while realizing “economic benefit” and “responding to the need of contemporary war”. 2.Recruiting activities based on “customer-oriented”, such as web-based marketing;incentive system;customer feedback;diversified-channels(eg.7-11,FamilyMart)enhance the entire image of armed forces and recruitment in term of quality and quantity. 3.With respect to utilization of recreiting media, “events marketing”;“experiential marketing” and “outsouring to professional advertising firm” are recommend in order to acquire positive responses from potential candidates.