The Experiential Marketing Research of All-Out Defense Education: The Case of Air Force Battle Camp

• Main Authors: Tsai, Ming-Lang, 蔡明朗
• Other Authors: Bian, Min-Dau
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/54870426882459523478

碩士 === 國防大學政治作戰學院 === 新聞碩士班 === 99 === In Promotion of all citizens for “ Knowledge of national defense.” and “consciousness of all-out defense education”, Taiwan government makes efforts. Taiwan drafted an All-out Defense education law on February 2, 2005 to fulfill All-out Defense ideals and to ensure national security. According to viewpoints of many scholars, holding the battle camps is the most efficient way to achieve the All-out Defense education. since 2008, the number of participants have kept increasingly, Department of Defense no longer focus on increasing the participants, however, the most important goal is to enhance participants’ cognition on military affairs after they’ve attend the battle camps. The researcher observed the camp’s programs, found the camp’s activities seem to fit Schmitt's 1999 experiential marketing module. Therefore, this study attempts to use the concept of Strategic Experiential Modules(SEMs), to analyze experiential marketing planners, and to analyze the feeling of the students’, that we could explore whether the use of SEMs in Air Force Battle Camp(AFBC) is Successful or not. This research begins with participant observation method to grasp the program details and interpersonal situation. Then, researcher used in-depth interview to collect two sources of data, including “the activities that planners maps out” and “the percept that participants receives”, through these two data to Summarized experiential marketing strategy of AFBC. In addition, the activities beyond the positive and negative experiences and fruitless experiences that planners set will be take into consideration for analysis, forming the proposals and improvement way of the camp. There are six findings: fist, AFBC is complies with the six index of experimental industry. Second, the teenagers can actually receive five different experiences during the courses, especially SENSE and ACT. SENSE and ACT enable students to gain a better impression of the experience. Create a experiential marketing theme of “Air Force” and “aviation” characteristics. Third, planners successfully combine SENSE and ACT to make teenagers obtain aesthetic experiences, it shows that the experiential marketing planners can grasp "Air Force Flight" brand character. Forth, AFBC is indeed able to convey these two core concepts of All-out Defense Education of “defense knowledge” and “defense national consciousness for citizens” for the teenagers nowadays. Fifth, for the participants, the form of AFBC unfold before teenagers eyes is too pilots-values to understand the Air Force's true face. Too many delicious dish is easily to let participants under the impression that military is waste and extravagant. Sixth, it’s better to remove the experiential curriculum which is ineffectual. Use the additional positive experiences of teenagers to replace the ineffectual experiences. It will be more close to the core value of All-Out Defense Education.