| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 95 === 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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