A Research on the Modes of Electoral Marketing in Taiwan-With the Successful Case of the 7th Legislatorial Election in 2007 as an Instance

台灣選戰行銷模式之研究－以台灣第七屆立法委員選舉之成功個案為例

10.6989/JN.200812.0115

陳春富(Chun-Fu Chen)；洪麗美(Li-Mei Hung)；常志強(Jhih-Ciang Chang)

競選活動 ； 選戰行銷 ； 行銷理論 ； 立委選舉 ； political campaign ； electoral marketing ； marketing theories ； legislatorial election

南亞學報

28期（2008 / 12 / 01）

115 - 133

英文

本研究論述行銷理論應用於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；本研究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活動中能有效應用行銷理論。候選人應用行銷概念於競選活動上日趨普及，研究所獲之成果驗證具備應用價值。

This research expounds the evolutionary and developmental process of marketing theories applied to political campaign in Taiwan, probes into the application of marketing theories in the process of political campaign, puts forward a mode of electoral marketing to annotate the flow chart for the planning of overall electoral marketing, and manifests the attributes and features of electoral marketing so that it may be applied to practice. This research also employs an individual case to conduct a positivistic analysis on the mode in question, and helps candidates or political parties to effectively apply marketing theories to political campaign, the achievements of this research ought to be of applicative value for this purpose.