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題名:全民國防體驗行銷初探--以憲兵鐵衛戰鬥營為例
書刊名:復興崗學報
作者:謝奇任李奕縈
作者(外文):Hsieh, Chi-jenLee, Yi-ying
出版日期:2009
卷期:93
頁次:頁37-57
主題關鍵詞:全民國防體驗行銷戰鬥營體驗閱聽人All-out defenseExperiential marketingBattle campExperienceAudience
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:1
  • 點閱點閱:38
自2006 年起,國防部開始舉辦全民國防暑期戰鬥營,向全國高中(職)以上的在學生宣導全民國防的理念,希望用一種寓教於樂的精神,讓青少年體驗國防與部隊生活。體驗一詞雖然常見於各種行銷活動中,也常被各界研究,但對於國防的體驗解釋卻不多見。本研究之目的,便是分析全民國防的體驗行銷,瞭解全民國防戰鬥營是透過哪些體驗策略深化青少年的國防觀念?而青少年閱聽人又是如何體驗全民國防戰鬥營?為回答上述問題,本研究選擇憲兵鐵衛戰鬥營作為研究對象,先藉由參與觀察法,瞭解鐵衛戰鬥營中的課程內容,以定義戰鬥營的策略體驗模組;再藉由深度訪談法,蒐集青少年閱聽人在戰鬥營中體驗與感受。本研究發現,儘管國防活動與商業活動有所差異,但體驗行銷觀點仍然能夠解釋戰鬥營課程的內涵;以體驗的連結而言,閱聽人在戰鬥營中主要感受到感官與情感體驗,進而產生思考、行動與關聯體驗,這與戰鬥營所抱持的寓教於樂宗旨相當契合。
Since 2006, All-out Defense Battle Camp has been held by National Defense Department for Taiwan’s high school students, to experience the importance of the national defense to its own country. The idea of holding battle camp is education with fun. Experience is very popularly used in marketing events in Taiwan. However, experience the national defense has been heard only in recent years and rarely studied by the academy. The purpose of this exploratory research is therefore to apply the experiential marketing view on All-out Defense, using the example of the Military Police Battle Camp (MPBC). Two questions are asked: What kind of strategic experiential modules (SEMs) does MPBC adopt to reach high school students? And how do these young audiences experience MPBC? Researchers first use the participant observation method to see how courses have been taught and then use in-depth interview to understand how students thought about the courses. The result shows that, given the inner differences between MPBC and the commercial activity, the experiential marketing perspective can be transferred to explain MPBC well. Students in MPBC are connected to Think, Act, and Relate modules mostly through Sense and Feel Modules.
期刊論文
1.Brown, Stephen W、Fish Raymond P(1994)。The Development and Emergence of Services Marketing Thought。International Journal of Service Industry Management. l,5,21-48。  new window
2.Holbrook, M. B.(2000)。The Millennial consumer in the text of times: Experience and entertainment。Journal of Macromarketing,20(2),178-192。  new window
3.Smythe, D. W.(1977)。Communications: Blindspot of Western Marxism。Canadian Journal of Political and Social Theory,1(3),1-27。  new window
4.Joy, Annamma、Sherry, John F. Jr.(2003)。Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience。Journal of Consumer Research,30(2),259-282。  new window
學位論文
1.楊燿榮(2006)。E世代閱聽人對媒體偏好之研究--以北、高二地區之青少年為例(碩士論文)。國立中山大學。  延伸查詢new window
2.潘漢強(2008)。全民國防體驗行銷之初探 —以國軍營區開放活動為例(碩士論文)。中國文化大學。  延伸查詢new window
3.謝淑美(2006)。青少年消費行為與品牌關係之研究(碩士論文)。淡江大學。  延伸查詢new window
4.陳秀卿(2008)。青少年刺激尋求動機、同儕關係、休閒阻礙與偏差行為相關之研究(碩士論文)。中國文化大學。  延伸查詢new window
5.張慶珍(2002)。從體驗行銷的觀點探討廣告的視覺符號--以女性雜誌服飾廣告為例(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.王祿旺(2006)。體驗行銷對網路書店虛擬社群影響之研究。台北:秀威資訊科技。new window  延伸查詢new window
2.劉維公(2007)。風格競争力。台北:天下文化。  延伸查詢new window
3.Abbott, Lawrence(1973)。Quality and Gompetitiou。New York, NY:Columbia University Press。  new window
4.Medialive international(2004)。Working with a trade show producer to creat a successful experiential marketing program. "A Medialive international white paper。  new window
5.潘淑滿(2002)。質性研究:理論與應用。心理圖書出版社。  延伸查詢new window
6.陳芸芸、劉慧雯、McQuail, D.(2003)。特新大眾傳播理論。台北市:韋伯文化。  延伸查詢new window
7.張春興(2002)。心理學。台北:東華書局。  延伸查詢new window
8.Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。  new window
9.廖淑伶(2007)。消費者行為:理論與應用。前程文化事業股份有限公司。  延伸查詢new window
10.陳向明(2000)。質的研究方法與社會科學研究。教育科學出版社。  延伸查詢new window
11.Stokes, Jane、趙偉妏(2008)。教您如何做文化暨媒介研究。韋伯文化。  延伸查詢new window
12.Pine, B. Joseph II、Gilmore, James H.、夏業良、魯煒(2003)。體驗經濟時代。台北:經濟新潮社。  延伸查詢new window
13.Schmitt, Bernd H.、梁曉鶯、王育英(2000)。體驗行銷。經典傳訊文化。  延伸查詢new window
14.胡幼慧、姚美華(1996)。質性研究:理論、方法及本土女性研究實例。巨流。  延伸查詢new window
15.亞瑟.伯格、黃光玉、劉念夏、陳清文(2004)。媒介與傳播研究方法:質化與量化研究途徑。臺北:風雲論壇。  延伸查詢new window
其他
1.李登科(20081014)。全民國防寓教於樂、根植國人心中。  延伸查詢new window
 
 
 
 
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