Experiential Marketing and Social Marketing: The Boot Camps of All-out Defense in 2017

• Main Authors: LIN, HSIANG-LING, 林湘凌
• Other Authors: TAO, SENG-PING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/y7z2q9

碩士 === 國防大學政治作戰學院 === 新聞碩士班 === 106 === Winter and summer boot camps both are keys to consolidate the conception of all-out defense. The adolescent participants in these boot camps are target group of enlistment. It’s important to discover how these participants experienced in the boot camps. The purpose of this study is to identify communicative patterns of posts and comments on news websites and Facebook about these two camps, and to categorize the keywords on the Internet into different experiential marketing types. Based on the theory of experiential marketing and social marketing, this study employed data mining to analyze the texts on the Internet, to divide posts and comments into meaningful words, and to convert words into statistics numbers. As a result, this research could further calculate important words of all posts and comments, examine relative clusters, and discover latent patterns. The results of this study are as follows: 1) Both camps are featured in “sense”, “feel”, “think”, “act” and “education” experiential categories, lacking “relate”, “entertainment”, “escapist” and “esthetic” experiential categories. 2) From the “anticipation” category, the relation between boot camps and positive attitude for Minister of National Defense in R.O.C. was ensured in this research. 3) The effects of marketing on Facebook are more efficient than news websites in both two camps. 4) “Time span” of boot camps has a crucial effect on experiential marketing.