In the past time, I had opportunity to serve as Rear Admiral Executive Officer, Office of Deputy Chief of General Staff for Personnel, Ministry of National Defense ROC. To establish "The National Armed Forces Recruitment Center" was my duty during that time. Under my command and control,the Recruitment Center, Ministry of National Defense, was founded on Jan 1, 1999. Now this center has operated for 7 years. After attending the EMBA Class, marketing and business management are our core courses, I want to use this knowledge to analysis the recruiting situation, market segmentation, target market, marketing strategy and management of this center. I hope to get some useful conclusion to enhance the marketing strategy and management, and make youths obtain the military information of joining the ROC military academies in time, and therefore the National Armed Forces can enhance quality of cadres.
The major research findings of this study are summarized as follows:
1. The achievement of Recruitment Center has been excellent for seven years. Especially, in 2000 and 2001, the center got the Excellent Award Of Executive Yuan for two times.
2. In Taiwan, there are 77.7% people to know the activity of Recruitment Center according the issue of Executive Yuan in 2001.
3. The number of female joining the National Armed Forces is adding. The major target market is in the South of Taiwan, the second one is in the North of Taiwan, the third is in the Central Taiwan.
4. Most of student, their family outcome is 20000 to 50000 New Taiwan Dollars and most of them are the middle-low outcome family.
5. Speaking the occupation of student parents, most of them are workers and merchants, and most of them graduated from the high school.
6. Most of student, their motivation of joining the National Armed Forces is to emphasize the requirement of high level, such as Love and Belongingness Needs; Esteem Needs;Self Actualization Needs.
7. People Communication plays a very important role and network marketing also plays a key role according the Metcalfe Law.
8. In 2003, over 25000 young people took part in the entrance examination.But only 5.4% examinee can be elected to go to military academies, this is the lowest record in the history. Their examination score is up to the level of national university.
9. In the near future, the master degree will be the major market requirement. The voluntary officer should get the master degree before promoting to major or lieutenant commander. All of these achievement will enhance the image of National Armed Forces and competitive strength.
10. This study provides marketing strategy and action items in the Chapter 6, Article 2.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0709106-190844 |
| Date | 09 July 2006 |
| Creators | Wen, Tzay-chuen |
| Contributors | Bih-Shiaw Jaw, David Shyu, Chang-yung Liu, Jun-ying Huang |
| 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-0709106-190844 |
| Rights | restricted, Copyright information available at source archive |
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