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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/114469

    Title: 全民國防教育體驗行銷滿意度之研究 : 以105年成功嶺射擊體驗營為例
    Other Titles: Satisfaction analysis of marketing for all-out defense education : a case of Cheng Kung Hill camp of 2016
    Authors: 許紋豪;Hsu, Wen-Hao
    Contributors: 淡江大學公共行政學系公共政策碩士在職專班
    黃一峯;Huang, Yi-Feng
    Keywords: All-out Defense;experiential marketing;Experiential Values;Military summer camp;satisfaction;全民國防;暑期戰鬥營;滿意度;體驗行銷;體驗價值
    Date: 2017
    Issue Date: 2018-08-03 14:53:36 (UTC+8)
    Abstract: 隨著體驗行銷的時代來臨,創造商品的獨特價值為行銷首要目標。有別於往年的暑期戰鬥營,國防部在105年度特別於臺中市成功嶺營區開辦射擊體驗營,希望藉由嶄新的課程內容寓教於樂,讓參與學員了解全民國防理念。
    It’s a trend of experiential marketing for promoting public policy. To create the unique value for merchandise has become a priority target in marketing. Unlike the past, Department of Defense holds a marksmanship camp in Cheng Kung Hill to advertise organizational image and related policies. The camp goal is to make all the members realize the importance of All-Out defense through the brand new courses.
    This thesis is to explore the satisfaction perception among participants who attended the 2016 Cheng Kung Hill marksmanship camp.According to the previous questionnaire survey conducted by the Camp, it helped to have a basic understanding of participants’ opinions toward the camp activities. The author conducted in-depth interviews to the participants, instructors, and the event coordinators for analysis of the reasons behind satisfaction assessment.The research findings indicate participants with stronger sense and emotion experiences had more positive feedback. It’s necessary to require participants to practice the principle of “learning by doing” and then can think deeply about the meaning of the military training courses. And, the instructors play a key role in this activity. They should always keep in mind that they represent for the military, every single word and movement can influence participants’ impression.
    The suggestions to the camps administration are as following:
    a. the sign up process should be simplified.
    b. an uniform with better quality should be prepared.
    c. More experiences of weapon-using will be helpful to enhance the recognition of All- Out Defense.
    d. Simulate the combat situation with more fun.
    Appears in Collections:[Graduate Institute & Department of Public Administration] Thesis

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