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研究生:賴力顯
研究生(外文):Li-hsien Lai
論文名稱:國軍人才招募中心之行銷策略影響求職者報考決策與招募成效關係之研究-以國軍志願役士兵為研究對象
論文名稱(外文):The Impact of Marketing Strategies of theRecruitment Center of the ROC ArmedForces on the Recruiting Effects
指導教授:廖顯宗
學位類別:碩士
校院名稱:南台科技大學
系所名稱:工業管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:137
中文關鍵詞:國軍人才招募中心行銷策略滿意度報考決策招募成效志願役士兵
外文關鍵詞:The Recruitment Center of the ROC Armed ForcesSatisfication of Marketing Strategiesthe Decision Process of ConscumerRecruiting EffectsVolunteer enlisted soldiers
相關次數:
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國軍人才招募中心於 1999 年l 月成立,結合民間與國軍資源,採取主動行銷
及多重通路,使青年學子獲得招募資訊,達成廣拓軍隊成員來源,全面提昇幹部
素質。本研究以「國軍可找到最適切人才並滿足報考者需求」的觀點,企圖探
討「國軍招募行銷策略」的精進作為瞭解其對報考志願役士兵決策歷程及對國
軍招募成效的影響。
本研究以志願役士兵為實證對象,實際回收有效問卷420 份,利用SPSS 軟體
進行描述性統計分析、信效度分析,並透過獨立樣本t 檢定、單因子變異數分析、
相關分析及迴歸分析,希望能實際驗證架構之可行性。研究結果說明如下。
一、國軍人才招募中心之行銷策略滿意度相當不錯。
二、志願役士兵的消費者決策過程符合預期。
三、國軍人才招募中心之招募成效令人滿意。
四、招生行銷策略對報考軍隊決策及招募成效的影響
(一)報考人員之行銷策略滿意度越高會具有高度的報考決策行為。
(二)報考人員報考決策程度越高會具有高度的招募成效。
(三)報考人員對於行銷策略滿意度越高會具有高度的招募成效。
The Recruitment Center of the ROC Armed Forces established in Jan. 1991,
combined in civil and army resource, to achieve broaded member recruit source and
quality of chief member. The research is taken as Armed Forces to find most adequate
member to meet their need as view, to discuess the marketing strategy of Armed Forces
to the decision process of Volunteer enlisted soldiers and toward recruiting effects
The survey subjects of this research have been focus on employees of electronic
industry. There are 420 of effective questionnaires of the actual recycling. The study
adopts the software of SPSS to do the data analysis, including descriptive statistics,
reliability analysis, independent-sample t test, multivariate analysis of variance ,
correlation analysis and regression analysis to examine the structure validity.The result
is shown as below.
1. The satisfication of marketing strategies in the Recruitment Center of the ROC
Armed Forces shows good level.
2. The decision level for volunteer enlisted soldiers shows as expected
3. The recruiting effects in the Recruitment Center of the ROC Armed Forces shows
good satisfication.
4. The Marketing Strategies toward decision process and recruiting effects.
(1) The higher is the satisfication of marketing strategies, decision level for
volunteer enlisted soldiers is also higher
(2) The higher is the decision level for volunteer enlisted soldiers, the recruiting
effects is also higher
(3) The higher is the satisfication of marketing strategies, the recruiting effects is
also higher
摘要 I
目次 III
表目錄 V
圖目錄 VII
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的與研究問題 6
1.4 研究範圍 6
1.5 論文結構及研究流程 7
第二章 文獻回顧 10
2.1 人才招募 10
2.1.1 招募的意義與程序 11
2.1.2 招募之相關研究 17
2.1.3 招募管道之研究 18
2.2 行銷策略 24
2.2.1 行銷相關文獻 24
2.2.2 策略相關文獻 25
2.2.3 行銷策略相關文獻 27
2.3 報考決策 29
2.3.1 消費者行為模式 30
2.3.2 涉入於招募之應用相關文獻 41
2.4 招募成效 43
2.4.1 招募成效的定義 43
2.4.2 招募成效的指標 50
2.5 國軍招募關聯之研究 56
2.6 國軍人才招募中心現況說明 61
第三章 研究方法 66
3.1 研究架構 66
3.2 研究推論 66
3.3 研究變數操作型定義 68
3.4 研究抽樣設計與問卷發放 71
3.5 資料分析方法 72
第四章 研究成果分析 75
4.1 描述性統計分析 75
4.2 信度與效度分析 81
4.3 T 檢定及變異數分析 83
4.4 相關分析 101
4.5 迴歸分析 103
第五章結論與建議 106
5.1 結論 106
5.2 建議事項 107
參考文獻 110
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