Since the formal implementation of the All-out Defense Education Law, the Ministry of National Defense has actively organized relevant departments and bureaus to promote the ideas of All-out Defense Education policy through a diverse array of publicities and activities. Among these activities, the All-out Defense Military Summer Camp, organized every July and August by integrating the characteristics of all army services, is the most popular activity, and has received wide feedback from the youths.
¡§Actualization of All-out Defense Education policies and in-depth and grass-root work for Total National Defense¡¨ is the theme for the All-out Defense Military Summer Camp organized by the Ministry of National Defense. This study applied the perspective of marketing strategies, and investigated the students attending the ¡§2010 Amphibious Warriors Battle Camp¡¨ using questionnaires. It evaluated student backgrounds and motivation for participation, as well as the relationship with customer equity. Collected data is done through Descriptive Statistics Analysis, such as Independent t-test, One-way ANOVA, Pearson Product-moment Correlation. Conclusion is listed as below: ¡§The summer camp reaches the purpose of All-Out Defense Policy; participants¡¦ motivation is highly influenced by¡¥to become mature¡¦, customer equity is highly influenced by value equity; participants¡¦ motivation and customer equity are highly influenced by some different kinds of background; motivation and customer equity has a positive relationship; three dimensions of customer equity have a positive relationship¡Flots of students have great will to receive the information of army.¡¨
Based on the conclusions, some suggestions proposed as follows:
1. To consider the needs of different targets in detail demands using more accurate market segmentation, and by providing more diverse activities and courses; the activity can be combined with the promotion of the army recruitment policy to improve the many functions and value of combat camps.
2. In order to fully promote the brand of All-out Defense Education policies, ¡§same branding but different marketing targets¡¨ as well as ¡§same brands, different logos and slogans¡¨ can be used in combination with other marketing tactics to improve the understanding and support of citizens to All-out Defense Education policies.
3. To take advantage of social networking websites that many youths and students use to construct an electronic forum or communications platform allowing students from the annual Combat Camps to share their experiences and opinions. At the same time, special activities can be planned for students with exceptional participation to maintaining a strong bond with the customers of All-out Defense Education.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0722111-101838 |
| Date | 22 July 2011 |
| Creators | Lin, Ming-da |
| Contributors | pin shaw, Jiun-ying Huang, Yuan-Che Hsiao |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0722111-101838 |
| Rights | not_available, Copyright information available at source archive |
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