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| Title: | 網際網路時代政治行銷策略之研究–以某個案為例
A Case Study on Political Marketing Strategy in Internet Age |
| Authors: | 詹政雄 |
| Contributors: | 季延平
詹政雄 |
| Keywords: | 政治行銷
行銷策略
網路政治行銷
Political Marketing
Marketin Stratge
Internet Political Marketing |
| Date: | 2015 |
| Issue Date: | 2015-10-01 15:19:25 (UTC+8) |
| Abstract: | 台灣的選舉過程中，除了在媒體廣告之外，還包括了政治宣傳、造勢活動、政見發表等多面向影響選民。而在銷售理念下，競選行銷的目的期望能透過媒體及行銷活動幫助候選人贏得選舉的勝利，進而取得政治權力。而近年來網際網路頻寬等基礎建設的完備與載具的普及，且大量的資訊在網際網路迅速、即時及互動等的特性下，使網路政治行銷對於競選人的影響就更顯格外的重要。
本研究以探索性之個案研究，發現在網路世代的選戰中已經打破了過去傳統的行銷策略，而當前的政治行銷策略則應為結合4P-4R-4S的新網路政治行銷。任何一個候選人想要滿足選民，實現經營目標，決不能孤立地只是考慮使用某一因素和手段進行選戰，必須從目標選民市場需求和競選市場行銷環境的特點出發，根據候選人的資源和優勢，綜合運用各種行銷手段，形成一套競選的行銷戰略，並發揮整體效應，以爭取最佳競選成效。
根據本研究的結論認為：(1)從候選人（Product）本身到注重與選民的聯繫 (Relativity)進而希望取得選民的認同感（Sense）。(2)從重視民調(Price)的高低到隨時關注各種選情與事件對選民的反應(Recation)進而希望提供更貼近的選民需求的服務(Service)而讓選民有感。(3)從各種單向傳統的宣傳通路(Place) 搶占市場的關鍵已轉變為各種走入群眾的方式，與選民建立長期而穩固的關係(Relation)，進而提升溝通與回應的速度(Speed)。(4)從競選活動中的單向的促銷(Promotion)到希望得到選民的回報(Retribution)進而透過社群(Social Network)快速的互動及群體的參與，以取得選民的忠誠度。
In Taiwan electoral process, in addition to media advertising, also including political propaganda, rallies, political views published will strongly influence the voters orientation. As the commercial marketing concept, the purpose of political marketing is hoping to help candidates win elections through the media and marketing activities, and thus obtain political power. In recent years, under the mature environment of Internet bandwidth and IT infrastructure such as real-time and interactive features can powerful handle massive information, the Internet political marketing for candidates of political influence is no doubt particularly important.
This research used an exploratory case study methodology to explorate that the political marketing in the Internet generation has broken the traditional marketing strategy. We proposed an internet political marketing strategy that should be a combination of new political marketing 4P-4R-4S`s. It is impossibe to only consider single factor or means making the campaign actions, any one of the candidates want to meet voters and achieve political objectives. He must be based on the target market needs and characteristics of campaign marketing environment point of view, considered the candidate`s resources and advantages, used various marketing tools to form the strategic marketing campaign and exert the overall effect. In order to obtain the best campaign results.
The following issues according to the results of the research were: (1) from among the candidates (Product) itself to focus on links with their constituents (Relativity) and then hope to achieve voter identity (Sense). (2) pay attention to polls (Price) level to keep an eye on the various election voters` reaction to the event (Recation) and then wish to provide services closer to the electorate`s demand for (Service) and let the voters felt. (3) key from a variety of traditional one-way promotional channel (Place) to seize the market has been transformed into a variety of people, the establishment of long-term and stable relations (Relation) and the voters, and thus enhance the communication and response speed (Speed) . (4) to give voters return (Retribution) from campaigning in the way of promotion (Promotion) to want to participate and then quickly through the community (Social Network) interaction and community, in order to obtain the loyalty of voters.
"第一章 緒論 1
一、 研究背景與動機 2
二、 研究目的 2
三、 研究流程 3
第二章 文獻探討 4
一、 政治行銷 4
二、 政治行銷模式 12
三、 政治網路行銷 15
四、 政治行銷理念的演變 17
五、 競選科技運用 21
六、 政治權力角色 27
七、 市場區隔理論 32
八、 市場定位 45
九、 政治行銷組合 56
十、 網路輿情 57
十一、 巨量資料與候選人智慧 59
十二、 歐巴馬政治網路行銷案例分析 61
第三章 研究架構與方法 92
一、 研究架構 92
二、 研究方法 92
三、 個案研究對象與資料收集方法 94
四、 研究步驟 96
第四章 2014桃園市長選舉個案分析 97
一、 2014年選舉失敗的政治行銷分析 99
二、 政治選舉現況 123
三、 選舉時政治行銷的策略規劃 129
第五章 結論與建議 137
一、 結論 137
二、 建議 139
三、 未來研究建議 139
參考文獻 140 |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
102932416 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102932416 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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