| Summary: | 碩士 === 國防大學政治作戰學院 === 政治研究所 === 102 === Abstract
Although the military salary generally better than the job market, but long working hours, more difficult to balance family, career planning, and less likely to be more recent poor social perception and other factors, all affect the military's willingness to join the youth, and therefore the effectiveness of the recruitment policy of recruiting the results did not meet expectations, a result of future comprehensive recruiting whether completed on schedule will be a major concern.
This study aims to apply marketing theory and views, discuss military recruiting policy; analysis of the implementation of existing policies related factors, and the consolidation in recent years, scholars recruiting policy-relevant research and reference literature marketing strategies, marketing theory proposes 4P foundation, as amended recruiting policies and related strategies as the basis.
The results showed that social factors affected recruiting policy environment, institutional incentives, such as the image of the national army, though there are already in the current recruitment strategies and marketing as a combination, but not entirely in accordance with the spirit of the implementation of the marketing policy; recruitment system design needs to be improved; need to reduce the recruitment target object, and think with competitors such as (businesses, schools) cooperation and competition (Co-competition) to achieve a win-win situation; recruit more diverse use of technology can and should strive to improve the current relatively low position of the military in order to enhance the military recruitment effectiveness, so aspiring young to understand military life and development, construction of a new era of the military elite.
Keywords: mercenary, 4P marketing theory, cooperation and competition
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