Having the dream is the most beautiful thing and the hope always follows. I graduated from the Provincial Kaohsiung School at 15 years old. In 1965,I was 18, graduated from the Provincial Tsoying High School and won first place honor. Under the courage of Rear Admiral Hsu-Si Chan, retired, who was my mathematical teacher,I joined the ROC NAVY and attended the Class of 1969, Chinese Naval Academy.After 4- year strict military training, I graduated from the Naval Academy. In my naval tour,I served as the different jobs, such as communication officer; gunnery officer; deck officer; operational officer; logistic staff officer; aid to Commander,Naval Squadron 142; Secretary of the Naval Deputy Commander-in-Chief; division officer; executive officer; commanding officer; captain; Naval Chief of Personnel Bureau; Naval Inspector-General and Naval Deputy Commander-in-Chief,etc. But going to the graduate school for study is always my dream.
In 2004, during I was Vice Admiral, Commander, the Naval Education Training & Doctrine Development Command,I passed the entrance examination to attend the EMBA-7 Class, National Sun Yat-Sen University under the introduce of Dean Jih-Hwa Wu, Public Affair Department, NSYSU. In this two years, our classmate build the good friendship, our close relationship is just like brother and sister. We study and play each other.This friendship is true and forevermore. We learn a lot experience and practice from our professors and classmates.I want to thank all of them. This is a wonderful study trip.
In the past time, I had opportunity to serve as Rear Admiral Executive Officer, Office of Deputy Chief of General Staff for Personnel, Ministry of National Defense R.O.C. To establish "Armed Forces Recruiting Organization was my duty during that time.The Recruiting Center, Ministry of National Defense therefore was founded on Jan 1, 1999. under my command and control.Now this center has operated for 7 years. After attending the EMBA Class, marketing and business management are our core courses, I want to use this knowledge to analysis the recruiting situation, market segment, target market, marketing strategy and management of this center.I hope to get some useful conclusion to enhance the marketing strategy and management, and make youths obtain the military information of joining the ROC military academy in time, and therefore Armed Forced can enhance quality of cadres.
The master thesis can be finished, I must thank Professor Jun-Ying Huang, and Professor Chang-Yung Liu who are my directive professors. Without their serious direction, my dream can not be true. At the same time, I must thank my mother, uncle, son, my aide Lieutenant Nu Gih-Wha and members of the Recruiting Center. Without their full support, I can not have such great power and courage to challenge my life. I am very glad, before the age of 60, I finally finish the mission impossible. I like to provide this thesis to the Ministry of National Defense and all of my friends and relatives who love me. The major research findings of this study are summarized as follows：
1 1. The achievement of Recruitment Center has been excellent for seven years.Especially, in 2000 and 2001, the center got the Excellent Award of the Executive Yuan of the Republic of China for two times.
2. 2.In Taiwan,there are 77.7% people to know the activity of Recruitment Center according the issue of the Executive Yuan in 2001.
3. The number of female joining the Armed Forces is adding. The major Market is in the South of Taiwan, the second one is in the North of Taiwan, the third is in the Central Taiwan.
4. Most of student, their family outcome is 20000 to 50000 New Taiwan Dollars, and most of them are the middle-low outcome family.
5. Speaking the occupation of student parents, most of them are worker and merchant, and most of them graduated from the high school.
6. Most of student, their motivation of joining the armed forces is to emphasize the requirement of high level, such as Love and Belongingness Needs；Esteem Needs；Self Actualization Needs.
7. People Communication plays a very important role,and network marketing also plays a key role according the Metcalfe Law.
8. In 2003, over 25000 young people took part in the entrance examination,but only 5.4% examinee can be elected to go to military academy, this is the lowest record in the history. Their examination score is up to the level of national university.
9. In the near future, the master degree will be the major market requirement. The voluntary officer should get the master degree before promoting to major or lieutenant commander. All of these achievement will enhance the image of Armed Forces and competitive strength.
10. This study provides marketing strategy and action items in the Chapter 6,Article 2.
Keyword: SWOT Analysis、Customer Orientation、Target Market、Integrate Marketing 、Market Segmentation、Targeting 、Positioning、Marketing mix、
AIDA（Awareness, Interest, Desire, Action）．
EMBA-7 Student Wen Tzay-chuen
June 6, 2006