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題名 人才招募行銷策略之研究－以國軍三軍四校人才招募為例
作者 黃國良
貢獻者 韓志翔
黃國良
關鍵詞 人才招募
行銷策略
Personnel Recruitment
Marketing Strategy
日期 2003
上傳時間 18-Sep-2009 14:50:52 (UTC+8)
摘要 在知識經濟的世代裡，「人」是組織最重要的資產，也是最獨特的資產。「人才招募」是各型組織網羅人才的重要措施，經由招募所獲得之新進員工的質與量，不但影響組織人力資源管理上的各項功能，更攸關未來的生存與發展。國軍的使命在保國衛民，因應未來戰爭型態改變，在精兵政策的指導下，如何建立一支「量小、精質、戰力強」的勁旅，實繫於人才招募策略之良窳與成效。
是故本研究欲瞭解下列問題並提出具體建議：（1）瞭解當前我國軍隊招募時應用行銷策略現況?（2）分析當前我國軍事院校所處競爭環境?（3）探討當前我國軍事院校學生從軍動機?（4）提供國軍招募行銷策略之具體建議?
而本研究係以問卷資料庫分析、SWOT分析與專家訪談為研究設計。由於採用了國軍人才招募中心八十九年至九十二年四年來蒐集之問卷資料，在質量上都有一定水準，以此資料庫作為分析，除節省大量時間與金錢，亦增加論文之可信度。SWOT分析的運用，則期使國軍人才招募中心更能瞭解內部環境及外部環境的變化以做出相對應之策略；專家訪談時，則針對自國軍人才招募中心成立以來，曾深度參與決策過程的專家進行訪問，期使本研究之行銷策略建議更能貼近實際需要。


在研究中發現新世代年輕人傾向自己做出從軍決定，而家庭親友則有一定程度的影響，且發現女性從軍意願大幅提升。影響新世代的年輕人的訊息管道主要為人際傳播，教官為訊息主要來源，網路行銷在接觸訊息管道中的利用比例仍低，但未來成長性可期；新生來源無南北之差異，中低收入家庭比例逐年增加，從軍動機大多重視中高級需求，惟九十二年則生理需求大幅增加。因此建議針對學子提出訴求，並舉辦「親子體驗營」讓家長與學子一起認識軍校加強從軍動機。並檢討女性軍官錄取員額，以因應女性報考人數大幅增加。在訊息管道上，則重新設計能有效激勵教官之制度與強化網路行銷的功能；由於新生來源無明顯南北差異，在組織設計上可重新考慮增設或合併以達效率。另新生重視中高級需求，故在行銷上更應該著重能助其自我實現的作為，如：交換學生與終身學習等。另外建議學校單位應擬定中長程軍校發展規劃，以爭取較高教育預算，進而招生優質入伍新生，以強化軍校優質形象並檢討軍校校園文化，進行學術交流，提昇教學品質，以達成強化內部行銷的目標；廣告業務則可外包給專業廣告公司以減輕國軍人才招募中心業務負荷。國軍人才招募中心的業務職掌則應朝向更專業與其他人事單位整合邁進。
未來從事相關研究時，若能利用其他情境分析工具加以探討或是擴大問卷發放對象至已錄取資格卻未報到或在調適教育期後選擇離開的學子，或招生的學生能否與國軍使命(Mission)相結合等，並發展嚴謹之問卷量表，進行交叉統計分析，以增加其推論性。或可針對「國軍人才招募的限制與困難」，逐一作個別深入的探討。最後若能蒐集世界先進國家進行軍隊人才招募措施的案例，進行分析與比較，應能發現值得我國借鏡與學習之處。
In times of knowledge economy, “human” is the most significant and special property in an organization. “Military Personnel Recruitment” is a vital measure to recruit a talented person at all types of organizations. The quality and quantity of new employees by ways of recruitment that can not only influence every function on organizational manpower resource management but also is involved in the survival and development of the future. The mission of our armed forces is to protect the nation and its people. To cope with the change of the war type in the future under the policy direction of crack troops, to establish “small quantity, high quality and powerful war capabilities” troops lies in the effect of personnel recruitment strategy.
Therefore, this research is trying to realize the following questions and comes up with concrete suggestions. （1）Realize the current condition which marketing strategy that our army will conduct. (2) Analyze the present competitive environment that our military academies are in. (3) Explore the motives that cadets in our country join the army. (4) Provide concrete suggestions to the personnel recruitment-marketing strategy for the armed forces.
This research is designed with questionnaire database analysis, SWOT analysis and expert interview. Because I adopt questionnaires ranging from the year of 2000 to 2003 from the Military Personnel Recruitment Center, the quality and quantity of these questionnaires must reach some standard. By analyze the database, I can save a great deal of time and money as well as add up to the credibility of this thesis. The use of SWOT analysis expects the Military Personnel Recruitment Center to realize the change of the internal and external environment and conduct appropriate strategy. The expert interview is according to the fact that interviewing experts deeply involved in decision-making process at the Military Personnel Recruitment Center so as to meet the actual requirements of the research’s marketing strategy.
In our studies, we find that youngsters of the new generation tend to decide to join the army by themselves. Their family and relatives have some extent of influence on them. In addition, we also find that the will to join the army rises for the female. The information channel for these youngsters is from human relation communication. The main information resource is from military instructors. The ratio for the Internet marketing is still low in terms of contacting information channel. However, we can expect its growth. The resource of freshman cadets doesn’t have any difference on the south and the north of Taiwan. The proportion for families with middle or poor income is on the rise year by year. Their motives to join the army mostly emphasize the middle and higher level of hierarchical needs. According to Maslow’s Hierarchy of Needs Theory, there are five levels of hierarchy for human needs. The lowest need level of the needs is physiological needs. Other levels on its top are safety needs, love and belongingness needs, esteem needs and self actualization needs. However, the year of 2003 is an exception that the physiological needs increase a lot. Therefore, I suggest that we focus on the youngsters’ need and hold “Parents and Children Experience Camp.” By doing so, parents and high school students get to know military academies and strengthen the motives to join the army. On the other hand, we can also examine the admission ratio of female officers to cope up with the increase of female examinees. On information channel, we can re-design system to motivate military instructors and enhance the function of the Internet marketing. Due to the fact that there is no distinguished difference on the southern and northern area in Taiwan for the resource of freshman cadets, we can re-consider increasing or merging the organization to make it more effective. Owing to the fact that freshman cadets pay more attention on the middle and higher level of hierarchy needs, we should focus on helping youngsters for self actualization, such as students exchange and lifelong learning, etc. Moreover, I advise that the authorities concerned draft middle and long term of military academies planning development to fight for higher education budget and recruit superior quality of enlisted cadets; enhance high-quality image of military academies and review their campus culture; and engage in academic exchange to raise teaching quality and achieve to strengthen the internal marketing objective. For advertising, we can hand it over to professional advertisement agencies to reduce the workload of the Military Personnel Recruitment Center. The occupancy specialty of the Military Personnel Recruitment Center should step toward much specialization and the integration with other personnel units.
If we can take advantage of other situation analysis instrument to explore or enlarge questionnaire objects on those who are admitted cadets without reporting in, those who drop out from school during the adjustment education period, or see if recruited cadets can match the mission of the armed forces when conducting related research in the future. We can develop sophisticated questionnaires and conduct a cross statistical analysis to increase its reasoning. Or aiming at the limitations and difficulties of the Military Personnel Recruitment Center, we can do separate thorough research and discussion. Last but not the least, if we can collect military personnel recruitment measures and examples from advanced countries all over the world and conduct analysis and comparison, we can find something worth learning for our country.
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描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
91932020
92
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0091932020
資料類型 thesis
dc.contributor.advisor 韓志翔zh_TW
dc.contributor.author (Authors) 黃國良zh_TW
dc.creator (作者) 黃國良zh_TW
dc.date (日期) 2003en_US
dc.date.accessioned 18-Sep-2009 14:50:52 (UTC+8)-
dc.date.available 18-Sep-2009 14:50:52 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 14:50:52 (UTC+8)-
dc.identifier (Other Identifiers) G0091932020en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35367-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 91932020zh_TW
dc.description (描述) 92zh_TW
dc.description.abstract (摘要) 在知識經濟的世代裡，「人」是組織最重要的資產，也是最獨特的資產。「人才招募」是各型組織網羅人才的重要措施，經由招募所獲得之新進員工的質與量，不但影響組織人力資源管理上的各項功能，更攸關未來的生存與發展。國軍的使命在保國衛民，因應未來戰爭型態改變，在精兵政策的指導下，如何建立一支「量小、精質、戰力強」的勁旅，實繫於人才招募策略之良窳與成效。
是故本研究欲瞭解下列問題並提出具體建議：（1）瞭解當前我國軍隊招募時應用行銷策略現況?（2）分析當前我國軍事院校所處競爭環境?（3）探討當前我國軍事院校學生從軍動機?（4）提供國軍招募行銷策略之具體建議?
而本研究係以問卷資料庫分析、SWOT分析與專家訪談為研究設計。由於採用了國軍人才招募中心八十九年至九十二年四年來蒐集之問卷資料，在質量上都有一定水準，以此資料庫作為分析，除節省大量時間與金錢，亦增加論文之可信度。SWOT分析的運用，則期使國軍人才招募中心更能瞭解內部環境及外部環境的變化以做出相對應之策略；專家訪談時，則針對自國軍人才招募中心成立以來，曾深度參與決策過程的專家進行訪問，期使本研究之行銷策略建議更能貼近實際需要。


在研究中發現新世代年輕人傾向自己做出從軍決定，而家庭親友則有一定程度的影響，且發現女性從軍意願大幅提升。影響新世代的年輕人的訊息管道主要為人際傳播，教官為訊息主要來源，網路行銷在接觸訊息管道中的利用比例仍低，但未來成長性可期；新生來源無南北之差異，中低收入家庭比例逐年增加，從軍動機大多重視中高級需求，惟九十二年則生理需求大幅增加。因此建議針對學子提出訴求，並舉辦「親子體驗營」讓家長與學子一起認識軍校加強從軍動機。並檢討女性軍官錄取員額，以因應女性報考人數大幅增加。在訊息管道上，則重新設計能有效激勵教官之制度與強化網路行銷的功能；由於新生來源無明顯南北差異，在組織設計上可重新考慮增設或合併以達效率。另新生重視中高級需求，故在行銷上更應該著重能助其自我實現的作為，如：交換學生與終身學習等。另外建議學校單位應擬定中長程軍校發展規劃，以爭取較高教育預算，進而招生優質入伍新生，以強化軍校優質形象並檢討軍校校園文化，進行學術交流，提昇教學品質，以達成強化內部行銷的目標；廣告業務則可外包給專業廣告公司以減輕國軍人才招募中心業務負荷。國軍人才招募中心的業務職掌則應朝向更專業與其他人事單位整合邁進。
未來從事相關研究時，若能利用其他情境分析工具加以探討或是擴大問卷發放對象至已錄取資格卻未報到或在調適教育期後選擇離開的學子，或招生的學生能否與國軍使命(Mission)相結合等，並發展嚴謹之問卷量表，進行交叉統計分析，以增加其推論性。或可針對「國軍人才招募的限制與困難」，逐一作個別深入的探討。最後若能蒐集世界先進國家進行軍隊人才招募措施的案例，進行分析與比較，應能發現值得我國借鏡與學習之處。		zh_TW
dc.description.abstract (摘要) In times of knowledge economy, “human” is the most significant and special property in an organization. “Military Personnel Recruitment” is a vital measure to recruit a talented person at all types of organizations. The quality and quantity of new employees by ways of recruitment that can not only influence every function on organizational manpower resource management but also is involved in the survival and development of the future. The mission of our armed forces is to protect the nation and its people. To cope with the change of the war type in the future under the policy direction of crack troops, to establish “small quantity, high quality and powerful war capabilities” troops lies in the effect of personnel recruitment strategy.
Therefore, this research is trying to realize the following questions and comes up with concrete suggestions. （1）Realize the current condition which marketing strategy that our army will conduct. (2) Analyze the present competitive environment that our military academies are in. (3) Explore the motives that cadets in our country join the army. (4) Provide concrete suggestions to the personnel recruitment-marketing strategy for the armed forces.
This research is designed with questionnaire database analysis, SWOT analysis and expert interview. Because I adopt questionnaires ranging from the year of 2000 to 2003 from the Military Personnel Recruitment Center, the quality and quantity of these questionnaires must reach some standard. By analyze the database, I can save a great deal of time and money as well as add up to the credibility of this thesis. The use of SWOT analysis expects the Military Personnel Recruitment Center to realize the change of the internal and external environment and conduct appropriate strategy. The expert interview is according to the fact that interviewing experts deeply involved in decision-making process at the Military Personnel Recruitment Center so as to meet the actual requirements of the research’s marketing strategy.
In our studies, we find that youngsters of the new generation tend to decide to join the army by themselves. Their family and relatives have some extent of influence on them. In addition, we also find that the will to join the army rises for the female. The information channel for these youngsters is from human relation communication. The main information resource is from military instructors. The ratio for the Internet marketing is still low in terms of contacting information channel. However, we can expect its growth. The resource of freshman cadets doesn’t have any difference on the south and the north of Taiwan. The proportion for families with middle or poor income is on the rise year by year. Their motives to join the army mostly emphasize the middle and higher level of hierarchical needs. According to Maslow’s Hierarchy of Needs Theory, there are five levels of hierarchy for human needs. The lowest need level of the needs is physiological needs. Other levels on its top are safety needs, love and belongingness needs, esteem needs and self actualization needs. However, the year of 2003 is an exception that the physiological needs increase a lot. Therefore, I suggest that we focus on the youngsters’ need and hold “Parents and Children Experience Camp.” By doing so, parents and high school students get to know military academies and strengthen the motives to join the army. On the other hand, we can also examine the admission ratio of female officers to cope up with the increase of female examinees. On information channel, we can re-design system to motivate military instructors and enhance the function of the Internet marketing. Due to the fact that there is no distinguished difference on the southern and northern area in Taiwan for the resource of freshman cadets, we can re-consider increasing or merging the organization to make it more effective. Owing to the fact that freshman cadets pay more attention on the middle and higher level of hierarchy needs, we should focus on helping youngsters for self actualization, such as students exchange and lifelong learning, etc. Moreover, I advise that the authorities concerned draft middle and long term of military academies planning development to fight for higher education budget and recruit superior quality of enlisted cadets; enhance high-quality image of military academies and review their campus culture; and engage in academic exchange to raise teaching quality and achieve to strengthen the internal marketing objective. For advertising, we can hand it over to professional advertisement agencies to reduce the workload of the Military Personnel Recruitment Center. The occupancy specialty of the Military Personnel Recruitment Center should step toward much specialization and the integration with other personnel units.
If we can take advantage of other situation analysis instrument to explore or enlarge questionnaire objects on those who are admitted cadets without reporting in, those who drop out from school during the adjustment education period, or see if recruited cadets can match the mission of the armed forces when conducting related research in the future. We can develop sophisticated questionnaires and conduct a cross statistical analysis to increase its reasoning. Or aiming at the limitations and difficulties of the Military Personnel Recruitment Center, we can do separate thorough research and discussion. Last but not the least, if we can collect military personnel recruitment measures and examples from advanced countries all over the world and conduct analysis and comparison, we can find something worth learning for our country.		en_US
dc.description.tableofcontents 第壹章 研究動機與目的 1
第一節 研究動機 1
第二節 研究目的 6
第三節 研究範圍與限制 8
第貳章 文獻探討 11
第一節 行銷策略相關理論 11
第二節 軍事院校學生從軍動機因素 26
第參章 國軍人才招募中心現況探討 29
第一節 我國軍隊人才招募 29
第肆章 研究設計 42
第一節 研究問題 42
第二節 研究流程 43
第三節 研究方法 45
第伍章 研究結果與分析 49
第一節 SWOT分析 50
第二節 問卷資料庫分析 54
第三節 專家訪談 92
第陸章 結論與建議 97
第一節 主要研究發現 97
第二節 行銷策略建議 100
第三節 研究建議 106
參考文獻 108
一 中文部分 108
二 英文部分 111
個人從軍動機問卷 114
專家訪談問卷 117


表目錄
表 1 81-90年軍事院校需求人數及獲得率 2
表 2中央警察大學83-93年報考人數統計表 4
表 3 學者對於策略之定義 15
表 4 國軍人才招募各單位扮演角色與負責事項 31
表 5 國軍各招募班次以馬斯洛需求層級分類之宣傳重點 34
表 6 國軍現行行銷六P 36
表 7 招募工作五大策略 40
表 8 需求層級問卷的處理說明 47
表 9 受訪者基本資料說明 48
表 10 SWOT分析 51
表 11 八十九年至九十年之問卷有效卷數 54
表 12 八十九年性別比例分配 55
表 13 八十九年軍事院校學生居住戶籍地 55
表 14八十九年度軍校新生「從軍動機」分佈情形 60
表 15 八十九年招募訊息管道分布情形 61
表 16 八十九年影響軍校新生報到人士分佈情形 62
表 17九十年性別比例分配 62
表 18九十年軍事院校學生居住戶籍地 63
表 19九十年度軍校新生「從軍動機」分佈情形 67
表 20 九十年招募訊息管道分布情形 68
表 21 九十年影響軍校新生報到人士分佈情形 69
表 22 九十一年性別分配比例 69
表 23 九十一年軍事院校學生居住戶籍地 70
表 24九十一年度軍校新生「從軍動機」分佈情形 74
表 25九十一年招募訊息管道分布情形 75
表 26 九十一年影響軍校新生報到人士分佈情形 76
表 27九十二年性別比例分配 76
表 28 九十二年軍事院校學生居住戶籍地 77
表 29九十二年度軍校新生「從軍動機」分佈情形 81
表 30九十二年招募訊息管道分布情形 82
表 31 九十二年影響軍校新生報到人士分佈情形 83
表 32 89年~92年軍校新生性別比例 83
表 33 89年~92年軍校新生戶籍地來源排序 84
表 34 八十九-九十二年新生家長學歷分配比例表 85
表 35 八十九-九十二年新生家長職業分配前三名比例表 85
表 36 89年~92年入學新生家庭收入層級前三名排序與比例 86
表 37 89~92年招募訊息來源排序 87
表 38國軍人才招募中心上網人數統計簡表 90
表 39 89~92年影響新生報到人士排序 91
表 40軍事院校學生問卷資料庫分析與行銷策略建議 98
表 41 SWOT分析研究發現 99
表 42 問卷資料庫分析獲致之行銷建議 100
表 43 SWOT分析後擬定之行銷策略建議 101

圖目錄
圖 1 82~92年失業率變化圖 3
圖 2 82-92年中華民國經濟成長率變化圖 3
圖 3中央警察大學83-93年錄取率折線 4
圖 4 研究流程 44
圖 5八十九年軍事院校學生居住戶籍地 56
圖 6八十九年軍事院校學生家長學歷 57
圖 7八十九年軍事院校學生家長職業分配比例圖 58
圖 8八十九年軍事院校學生家中每月收入 59
圖 9九十年學生居住戶籍地 63
圖 10 學生家長學歷 64
圖 11 九十年學生家長學歷 65
圖 12 九十年學長家長每月收入 66
圖 13九十一年軍事院校學生居住戶籍地 70
圖 14九十一年軍事院校學生家長學歷 71
圖 15九十一年軍事院校學生家長職業 72
圖 16九十一年軍事院校學生家長每月收入 73
圖 17 九十二年軍事院校學生居住戶籍地 77
圖 18 九十二年軍事院校學生家長學歷 78
圖 19 九十二年軍事院校學生家長職業 79
圖 20九十二年軍事院校學生家長每月收入 80		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0091932020en_US
dc.subject (關鍵詞) 人才招募zh_TW
dc.subject (關鍵詞) 行銷策略zh_TW
dc.subject (關鍵詞) Personnel Recruitmenten_US
dc.subject (關鍵詞) Marketing Strategyen_US
dc.title (題名) 人才招募行銷策略之研究－以國軍三軍四校人才招募為例zh_TW
dc.type (資料類型) thesisen
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