提升國軍形象研究：以社群媒體LINE運用為例

Abstract

國軍的職責，是在保國衛民，並確保中華民國臺澎金馬等地區之國家安全及百姓民生物資不受任何威脅，然而，國軍因應政經情勢的轉型，以及世界軍事樣態轉變，近年，在國防兵力組織結構改變後，要如何有效提升國軍形象，爭取國人支持，正是目前國軍所重視與努力的目標。\n本研究以提升國軍形象的行銷策略為研究議題，探討國軍若使用LINE官方帳號之後的相關操作策略；對提升國軍形象的影響程度，除了藉由探討不同背景的受訪者對國軍形象、行銷策略，以及行銷管道的觀點與看法之外，也將進一步運用統計方法探討行銷策略與國軍形象之間的關係，是否受到社群媒體LINE作為行銷平台的效果有所影響。\n研究結果顯示：\n一、媒體使用習慣與目前民眾對國軍行銷策略的瞭解有顯著影響。\n二、媒體使用習慣與運用LINE官方帳號提升民眾對國軍行銷策略的瞭解未有顯著影響。\n三、目前民眾對國軍行銷策略的瞭解對於目前的國軍形象具有正向影響。\n四、國軍若善用LINE官方帳號，國軍的行銷策略對於國軍形象的提升將有正向影響。\n五、目前的國軍形象認知與善用LINE官方帳號的國軍形象認知具有顯著差異。

The national army must defend the country and the people, and ensure that the national security of the Republic of China (Taiwan, Penghu, Kinmen and Matsu) and the people’s assets are not threatened at all. In recent years, the national army has made changes to the organizational structure in response to the transformation of political and economic situations and also the renewal of the world`s military. It is the current goal for the national army to effectively enhance the image of the national army and win the support of the people.\nThis research took the marketing strategy to enhance the image of the national army as the research topic and explored the relevant operational strategies after the national army using the official LINE account. To understand the influence of the marketing strategy on the enhancement of the image of the national army, in addition to discussing the views and opinions on the image, marketing strategy, and marketing channels with interviewees of different backgrounds; statistical methods were used to further explore the relationship between marketing strategy and the image of the national army. Whether the image of the national army is affected by the effect of social media LINE as a marketing platform?\nThe research has shown the following results:\n1. Media habits and the current public`s understanding of the military`s marketing strategy have a significant impact.\n2. Media habits and the use of LINE official account to improve the public’s understanding of the military’s marketing strategy have no significant impact.\n3. The current public`s understanding of the national army`s marketing strategy has a positive impact on the current image of the national army.\n4. If the national army makes good use of the official LINE account, the marketing strategy of the national army would have a positive impact on the improvement of the image of the national army.\n5. The current image recognition of the national army has a significant difference from the image recognition of the national army that makes good use of the official LINE account.