網際網路這幾年來的蓬勃發展,讓政治宣傳的管道變得更為多元,而當宣傳的管道變多,宣傳的訊息就難免雜亂,候選人要如何在激烈的選戰中,讓選民聽到自己「清楚」的聲音?整合行銷傳播(IMC)的概念此時就變得相當重要。而台灣的網路選戰目前是否已具備「整合行銷傳播」的概念,也就是懂得與其他的傳播工具整合,並以「口徑一致」的訊息,向利害關係人(例如選民、媒體)來宣傳候選人的政策理念與形象特質呢? 本研究以2006年台北市市長選舉為研究案例,以「深度訪談法」去詢問候選人競選總部的文宣負責人與網路宣傳負責人,深入去了解他們如何運用網路新媒體去推銷候選人,又使用了哪些網路工具來接觸選民?更重要的是,其網路宣傳是否能夠符合整合行銷傳播幾大執行原則:「以消費者為導向」、「充分管理資料庫」、「積極做互動」以及「努力與消費者建立關係」?除此之外,為了驗證深入訪談中文宣負責人所提與網路宣傳相關之整合行銷傳播策略,是否被充分執行,以及網路工具又是如何與傳統媒體整合的,本研究對於選舉宣傳期間的報紙、雜誌報導與網站、部落格宣傳等,亦給予「內容分析」與追蹤觀察。 研究結果顯示,郝龍斌與謝長廷陣營皆注意到各種傳播工具理應傳遞「一致性」的訊息,也注意到訊息「同步」的問題。更積極搭設各類部落格,不過眾多部落格各自擔負了不同的任務,而非「口徑一致」。雙方陣營也都有考慮到選民(消費者)的需要,更主動與網友做親身的互動並建立關係,不過在「資料庫的建立與使用」方面,兩方陣營皆未能落實整合行銷傳播之精神。
This article aims to explore the application of the Integrated Marketing Communication on the political web campaigning in the 2006 Taipei Mayor Election. Depth interviews were conducted to understand how candidates used the web to promote themselves and contact voters. Via content analysis, all campaigning messages of the print-media and on-line activities were detected. The major principles of the IMC, such as ”one-voice,” ”audience-focus” and ”database-use” were re-examined in this study. The results showed that major candidates were concerned about the concept of ”one-voice.” Besides, many political blogs were established during the campaign period and carried out different missions. The candidates also took into account the ”audience-focus” and tended to make good relationship and achieve better interaction with the Internet users. Only the dimension of ”database-use” was not in good management.