The influence on recruiting factors of military: The case of the military police volunteer soldiers

• Main Authors: CHEN,CHIH-KAI, 陳智凱
• Other Authors: TSOU,HUNG-TA
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/qqm88e

碩士 === 明道大學 === 企業高階管理碩士班 === 103 === With the rapid development of modern technology, the war model has changed from military force-intensive mode to one that focuses on the utilization of technology and knowledge. Military force formation and warfare preparation emphasize the use of human resources, which is also a key factor of the display of fine weapon functions and the reinforcement of the military force. To meet the new trend, it is crucial for the military to take heed to the pulse of the times, recruit high quality human resources, with the sustaining innovation and disruptive innovation, to break through the stereotypes and open up a new prospect, building a refined, small, strengthened army with a view to satisfying the need of the military force development in the new generation. Since January, 19991, the National Army has established the Recruitment Center to step hi foot into the field of human resource market. As a result, the study further aims to investigate how to strengthen the recruitment rate with marketing strategies, to incorporate the military and civil resources to compete with the state-run businesses and private companies, and as well to open up more channels to recruitment. National Army Recruitment Center has come to a strategic turning point from the emergence stage into the growth stage, and finally to the maturity stage in domain of the product life cycle. Especially with the substantial streamlining of manpower in the troops, the military force recruitment number has dropped from 34 million to 21 million. Needless to say, high-quality human resources is definitely a pressing need. National Army Recruitment Center marketing mission needs to be re-anchored, and it’s also an essential issue to burnish the Center’s image in the face of outside opportunities as well as threats. In terms of the use of marketing strategy, how to facilitate the marketing mix 4P- product (Product), price (Price), channel (Place), promotion (Promotion), and the marketing means to achieve organizational goals is also the topic the researcher endeavors to look at. In different conditions of customer-oriented, market-oriented and demand-oriented atmospheres, how can National Army Center manipulate market segment, target market selection, positioning and implementation of the marketing mix to promote its products? Meanwhile, when the economic prosperity is good, how can the Center adjust its marketing strategy? This study aims to find out solutions to these problems by the case of recruitment of military police voluntary soldiers. Hopefully, the results can be conducive to the recruitment strategy of National Army Recruitment Center with the purpose to upgrade the army’s performance and its overall combat capabilities.