政府為打造「小而精，小而強」的精銳勁旅，即開始推動精實案，進行人力和單位 的裁減，但是報考軍校之高中學生卻逐年增加。面對單位和人力的縮減，國軍幹部必須 具備專業技能來面臨考驗，因此高素質人力需求更加迫切。再者陸軍軍官學校是培育國 軍幹部之搖籃，因此招生行銷精確定位，拓展優質軍校生來源，提升國軍幹部素質，以 打造專業國軍是極為重要的。 本研究的主要目的在於分析陸軍官校招生時的行銷內容重點與行銷重要管道，以陸 軍官校各系一到四年級學生為研究對象，採取不記名方式發放問卷，利用統計套裝軟 體，進行資料分析。 本研究發現陸軍官校學生普遍認為目前學校招生作為是合適的，以行銷管道─「活 動」方面同意度最高；以行銷內容─強調「學校」方面同意度最低。表示強調學校各方 面的作為皆可精進，將有助於招生工作，以求達到招生目的。

In order to create a〝small but excellent〞troop ,the government begins to execute the reduction of units and manpower. Therefore, the need for high-guality and professional manpower is very urgent, Furthermore, the R.O.C Military Academy is the cradle of military cadres. It is extremely important for recruiting cadets to having precise position so that we could expend sources of guality cadets, improve the guality of military cadres and create a professional military. The main purpose of this study is to analyze the marketing contents and channels of recruiting cadets in R.O.C Military Academy. The first to fourth grades of students in R.O.C Military Academy are our samples. The research use anonymous questionnaires and statistical software package for data analysis. The research finds that the current marketing contents and channels of recruiting cadets are appropriate. In addition, 〝activities〞of marketing channels are the best but〝schools〞of marketing contents are the worst. It appears that we could improve the marketing contents of Military Academy to achieve recruieiny goals.