| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 100 === In recent years, there have been severe disciplinary incidents in the armed forces, which have caused serious harms to military personnel and damages to military secrecy. All of these also generate negative images about the military in society, and the public opinions have blamed the military for the lack of appropriate training and strict discipline. The transparency of the internal management has been critical as well. Critical voices distrust, and even discredit, the military. This hostility has damaged the image of the armed forces and lower the social status of the military and the self-esteem of officers and the rank-and-files.
Due to climate change, harsh weather conditions have occurred around the world, there is no exception to our country. The armed forces have marched to the forefront of natural disasters without the fear of harsh and dangerous weather conditions in order to undertake the tasks of rescue and recovery and to ensure the safety of our citizens and their properties.
The military has designed many policies in order to improve their images in the public, including the publication of the achievement of the Han Guang military maneuver, the national defense report, and the rescuing missions undertaken in disasters. These actions of communications aim to fill the gap between the civilians. Among these actions, the participation in the rescue by the military can generate the highest level of support by the citizens.
This research utilizes the example of the disaster of Typhoon Morakot in 2009 to explore the strategies of the communication of the military via the perspective of ‘brand images’ and ‘brand characteristics’. This research argues that through ‘the publication of the number of soldiers deployed for the rescue and the broadcast of special actions’, ‘the provisions of the summaries of special action, the progress of rescue and the latest achievement’, ‘the provisions of the stories and heroic rescues and sacrifices’, ‘the provisions of professional knowledge and analyses’, ‘the provisions of the rescue achievements for the media’, ‘the publication of the related news by the military’s media’, ‘the establishment of news co-ordinating and processing centers’, ‘the transportation of journalists to the spots of disasters with military aircrafts’, and ‘the co-ordination with the central news agency for the release of the relevant news’, the military can set up a model of the strategies of communication and marketing, which can last long and influence pervasively and can be accepted by the government and the citizens. This, in turn, can facilitate the proper ideas for the military and can allow them to comprehend their own roles and the needs of the people, so that the correct understanding of the rescue mission can be consolidated. The military can thus demonstrate their ability and undertake actions in accordance with the social demands and can derive more supports from the civilians to reform the images of the armed forces and their own confidence.
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