招募志願役士兵之行銷策略－以大台北地區為例

Abstract

我國現階段國防政策以建構可恃戰力與推動募兵制度等七大要項為主要任務目標，因此，國防組織依「精簡常備、廣儲後備」原則，預計於2014年實施全面募兵制，募兵能否如期完成，除了整體招募環境外，募得足額與適質的兵員也是重要的考量因素。 本研究目的為：比較我國與美日兩國募兵制度、招募體系及行銷策略；分析現行志願役士兵招募面臨的總體與個體行銷環境；探討現行志願役士兵招募行銷策略與面臨的窒礙因素以及歸納目標族群提出可行的地區性招募行銷策略與作為等四大目標。 研究中藉由文獻分析法，了解美日兩國募兵制度、招募體系與行銷策略，並對相關制度加以引進、運用；此外，並輔以次級資料分析，彙整與歸納目前整體（包含人口環境、政治環境、經濟環境、社會文化環境、招募機構、招募來源、民意監督與競爭者等）行銷環境。 其次，運用次級資料與深度訪談方式，依計畫、執行、考核等三階段流程管制作為，依序探討現行志願役士兵招募行銷策略與窒礙因素。最後，運用目標市場行銷作法（Segmentation Targeting Positioning）實施市場區隔與定位。 並依市場、競爭者與自身資源等變數，選定以「人口變數」為考量及以「招募來源」為考量等兩類市場區塊，做為行銷經營的目標市場，並區分主要行銷（高意願）客群、次要行銷（一般意願）客群與潛在行銷（低意願）客群等三類目標族群，各自依市場所需，搭配合宜的行銷組合，據此，提出可行及有效的地區性招募行銷策略。

Taiwan is scheduled to implement a full scale voluntary military force system in 2014 and phase out the draft system existed since the establishment of the Republic of China. This research focuses on the marketing strategy in recruiting soldiers from Taipei area where one third of Taiwan people live. Detailed analysis of the population and prospective soldiers’ source are conducted. Target market is carefully analyzed to reveal the competiveness among different military branches in recruiting young students. Segmentation targeting positioning approach is adopted to distinguish different potential clients. It is recommended that recruiting strategy should base on the population analysis in order to reflect the fast changing society and its demographical structure. Problems that related with recruiting structure and resources are identified.