行銷策略在政治選舉運用之研究-以2008年新竹縣立法委員為例

Abstract

「政治行銷 (Political Marketing)」是非營利行銷的一種，選舉行銷則是政治行銷的一種，競選活動中候選人以自己的形象與理念做為主體，以承諾或魅力換取選票，選舉行銷也必須創造候選人的競爭優勢，並運用各種管道傳遞訊息給選民，以獲取更多的市場佔有率，因此，行銷策略可以適當地被運用在政治選舉上，進行候選人行銷。 本研究是運用行銷策略的理論，以2008年新竹縣立法委員選舉為個案研究，新竹縣議員徐欣瑩參選新竹縣第七屆立法委員選舉，以兩年縣議員資歷及無黨籍身分挑戰已連任三屆立法委員的競爭對手，研究中以文件資料分析法及參與觀察法，探討其競選策略與競選活動和行銷策略的關連性，確認候選人行銷目的之達成。

Political Marketing is classified as a form of non-profit marketing, and it includes all marketing activities concerning political beliefs or behavior to influence public opinions, attitudes or behavior. Electoral marketing is a species of political marketing, applied and related to electoral situations where candidates market their images and ideals and use their promises or personal charisma in exchange for votes. Like commercial marketing, electoral marketing also has to promote competitive advantages of a candidate in order to increase more market share. Channels that candidates utilize to address political information to voters are almost the same as marketing channels that commercial products are advertised through. Therefore, marketing strategies can be appropriately applied and extended to electoral campaigns to promote candidates. The theories of marketing strategies are applied in this study with an example of the 2008 Legislative Election in HsinChu County. Hsin-Ying Hsu, a county councilor of Hsin Chu County, was a non-partisan candidate who ran against the three-term incumbent legislator in the 7th Legislative Election. She challenged a 100-year-old political party with her scarce non-partisan resources. Data analysis and participant observation were carried out to explore the relationships between campaign strategies, electoral campaigns and marketing strategies, including factors, designed to achieve the goals of electoral marketing for candidates, of candidate positioning, market segmentation, targeted voters, social network marketing, electoral advertisements, internet marketing and media communication.