台灣選戰行銷模式之建構

Abstract

本研究論述行銷理論應用於政治競選活動的演進與發展過程，探討選戰過程中行銷理論的應用，提出一選戰行銷模式以詮釋整體選戰行銷規劃流程，並彰顯選戰行銷的本質與特色，以利實務應用。研究架構著重於行銷理論如何運用在競選活動上，而非在競選活動的細節分析。選戰行銷模式包括台灣政治發展面向特徵之探討、選戰行銷內涵之解析、及選戰策略之規劃等三部分。台灣政治發展面向特徵涵蓋歷史發展背景、傳統文化規範、以及國家認同政治等三變項；選戰行銷內涵包括選戰環境、候選人訴求、以及選戰行銷特性等三變項；選戰策略規劃闡述行銷方案與行銷策略應用等二變項。本研究並以一個案為該模式進行實證分析，並協助候選人或政黨於競選中能有效應用行銷理論。候選人應用行銷概念於競選上日趨普及，本研究所獲之成果應具備應用價值。

In this study, we would like to first review the history and development of marketing theory and its application in political campaigns. We would also like to discuss the essence as well as the characteristics of electoral marketing, which provide the electoral marketing model of how campaigns are run. Rather than discussing and analyzing the actual political campaign itself, this study will focus more on how marketing theory is actually applied. This model includes the characteristics of the Taiwan’s political developing dimension, the electoral strategy of planning, and the electoral marketing of analysis. The characteristics of the Taiwan’s political developing dimension have Background of Historical Development, Conventional of Cultural Norms, and National Identity Politics. The electoral marketing of analysis includes Electoral Environment, Candidate Notice, and the Characteristics of Electoral Marketing. The strategy of planning mentions both Marketing Programs and the Application of Marketing Strategies. At the same time, we cite a successful case to conduct the empirical study. It helps either the candidates or the political parties effectively apply the marketing theory in their campaigns. There are more and more the candidates to apply the marketing concept in the political campaigns. The study of result will be provided with the applied value.