從品牌經營的角度，分析國防軟實力——以國防部示範樂隊為例

Abstract

本研究旨在以品牌經營的角度，探討文化藝術行銷國軍的作用，選擇以軍藝色彩鮮明的樂團組織——國防部示範樂隊，作為本研究的標的，採用文獻分析、半封閉式訪談、非參與式觀察等研究方法。在整理文獻的過程中發現，軍藝在引領人心的功能上，一直扮演著重要的角色。 隨著歷史的發展，國軍的形象，逐漸由仰望式的尊崇、歌頌，轉變為認同式的體認、 感動，直到今日的「全民國防」觀念。在聚焦國防部示範軍樂隊的觀察中，也從以往號令軍隊、鼓舞軍心、展現國家威儀的功能，增添許多與民同樂的元素，譬如成立管弦樂團、熱門樂團等，與民間藝文界結合，融入各種類型藝文活動，更貼近群眾生活。多樣貌的演出形態，跳脫了嚴肅的框架。

將國軍與國防部示範樂隊品牌化，有助於淡化軍事組織的冰冷與權威感，從而能夠客觀地觀察示範樂隊所具備的文化藝術價值，以及在組織管理上遭遇的問題，並從示範樂隊相關的展演活動中，找到自我行銷或行銷國軍的助力，及透過開放式的訪談，瞭解示範樂隊內部認知及外部認同的訊息。

研究結果發現，示範樂隊擁有獨特的軍藝價值，透過舉辦音樂會等藝文活動，展現行銷國軍的軟實力，也觀察到示範樂隊面臨時代變革帶來的挑戰，根據具有的優劣勢，提出軍藝多元融合、培養藝術管理專業人員、發展網路行銷等建議。

未來也可以進一步以不同的軍藝組織為目標，研究行銷國軍的更多管道和作為， 作為未來軍藝發展的參考。This study aims to explore the role of cultural and artistic marketing in the military from the perspective of brand management. The research focuses on the Ministry of National Defense Demonstration Band, a military organization with distinct artistic characteristics. The study employs methods such as literature analysis, semi-structured interviews, and non- participant observation.During the literature review process, it was found that military arts have always played an important role in guiding public sentiment. Over the course of history, the image of the military has gradually shifted from being one of respect and praise to one of recognition and emotional connection, evolving into the current concept of "national defense for all." In observing the Ministry of National Defense Demonstration Band, it was found that its role has expanded beyond commanding troops, boosting military morale, and showcasing national dignity. The band has incorporated more elements of public enjoyment, such as the formation of orchestras and popular music groups, collaborations with the civilian arts sector, and participation in various cultural and artistic activities, making it more closely aligned with the public's daily life. The diverse performance formats have also broken free from the rigid framework of solemnity.

Branding the military and the Ministry of National Defense Demonstration Band can help soften the cold and authoritative image of the military organization. This approach allows for an objective observation of the cultural and artistic values inherent in the band and the organizational challenges it faces. Furthermore, through the band's performance activities, it is possible to explore self-marketing or marketing strategies for the military, as well as gather insights into both internal perceptions and external recognition through open interviews.The study's findings indicate that the Demonstration Band possesses unique military- artistic values. Through hosting concerts and other cultural events, it showcases the soft power of the military and helps market the military. The study also highlights challenges faced by the band due to changes in the times. Based on the identified strengths and weaknesses, the study suggests integrating diverse forms of military arts, cultivating professional arts management personnel, and developing online marketing strategies.Future research can further explore marketing channels and strategies for other military arts organizations, serving as a reference for the future development of military arts.