A Study of the R.O.C Navy Recruitment Marketing Strategy

• Main Authors: Ming-Kuer Chiang, 江民貴
• Other Authors: Po-Wen Jeng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/pux8ny

碩士 === 國立中山大學 === 高階公共政策碩士班 === 102 === Since January 2, 2012, the Executive Yuan approved the plan of volunteer force, the military service system has changed from conscription to mercenary and the established tradition of young men for military service. The main purpose of this study is to investigate the affairs of defense reform. Powerful army first decided on people, and the main goal of recruiting is to strive for excellent young people to join the army. We can discuss the current military regime and recruitment policy in a systematic study. We hope can find the problem through the qualitative way by visiting soldiers and their families and distinguishing species and issues. Only changing the image of military to mark people agree can upgrade the status of the military. If people respect and pat attention to the Navy and recruit successfully, set the future direction of recruitment, so that we can achieve the goal of making a strong nation. Secondly, from the perspective of marketing management of the recruitment, we need to explore how to recruit young people to get complete information, and trying to understand the motivation of the freshman who just joined Navy. In order to make them know, approve and throw themselves in Navy, we use marketing strategies and theories to make the 「customer」satisfied, and hope to achieve the desired goal of creating their value.