小黨候選人的競選策略：以臺灣的社會民主黨為例

自從2000年以後，台灣的政治主要朝向兩黨制發展，但是隨著兩黨皆發生許多貪腐及弊案，民眾對於兩大政黨多數抱持較負面的評價。不過近年來社會上出現不同的聲音，期待著能有脫離藍綠的小黨出現，為台灣政治帶來新的力量。小黨的政治參與，勢必能產生新的衝擊，促使舊有體制的革新與進步，因此本文認為確實有必要對於小黨進行研究。本文以臺灣的社會民主黨為例，由於社民黨在近年的運作與支持聲量都比較高，而且社民黨不像台灣過去的小黨一樣有大家熟知的魅力型領袖或指標性人物領導，還能取得不錯的成績，相當不容易，本文依此選擇社民黨作為研究標的。　　本文認為新興小黨想要發展的關鍵，選舉制度、競選策略與社群媒體運用都相當重要。本文針對新興小黨，依三個主題進行初探，首先是瞭解新興小黨的發展現況，以及現行制度對於新興小黨的影響；再者，瞭解新興小黨候選人的競選策略，以及不同選舉制度之下小黨候選人競選策略的差異；最後是小黨候選人對於社群媒體的運用策略，本文期待能更深入的瞭解新興小黨的立場，以及策略規劃的緣由，因此本文將運用質性訪談方式進行資料蒐集。　　本文發現新興小黨所遭遇到的困境，最主要就是經費不足。另外，還包括了各小黨間的相互競爭、民眾的政治理解不夠等。現行制度對於小黨也有很多不利的限制，偏向單一選區的兩票制、政黨提名參選的限制、候選人參選保證金以及政黨補助門檻過高，種種規範都對小黨相當不利。至於小黨候選人的競選策略，本文發現不管是策略聯盟、策略規劃還是策略執行，在不同選制之下皆有相當大的差異。最後，小黨候選人對於社群媒體的運用策略，重點在於不同社群媒體平台上的分眾行銷，本文認為分眾行銷是候選人運用社群媒體的重要策略，值得再更深入的進行研究。

關鍵字

小黨；選舉制度；競選策略；社群媒體；分眾行銷

並列摘要

After 2000, politics in Taiwan develops in the direction of a two-party system. However, with the outbreaks of many corruption and scandals in the two major parties, the public, mostly, hold a negative view towards them. Nevertheless, in the past few years, different voices arise in society, which look forward to the emergence of smaller parties beyond pan-blue and pan-green coalitions to bring younger generation of politicians into the politics in Taiwan. The political participation of smaller parties inevitably can have new impacts that will bring reform and progress to the old system. In light of this, this paper considers that a study on smaller parties is needed. It takes the Social Democratic Party in Taiwan as an example. In recent years, the operation of this party gains relatively great momentum and the support it has gained is relatively substantial; and unlike other smaller parties in Taiwan in the past, this party is not led by charismatic and indicative figures with which people are familiar but still has achieved rather remarkable results, which is not easy. For these reasons, it is chosen as the subject of this study. 　　This paper holds that for newly emerging smaller parties to develop, electoral system, campaign strategy, and the use of social media are all very important keys. This paper makes a preliminary investigation of the newly emerging smaller parties according to three themes. First, it seeks to understand the current development of these parties, and the impacts of the existing system on these parties; then, the campaign strategies of their candidates and the differences in their strategies under different electoral systems; and finally, their strategies in using the social media. It is hoped that this paper can have a deeper understanding of the stand of the newly emerging smaller parties and the reasons for their strategic planning. Thus, the qualitative method of interviews was used in data-collection. 　　This paper finds that the major predicament these newly emerging smaller parties encounter is inadequate fund. In addition, the predicaments also include the mutual competition between these parties, and insufficient political understanding of the people. The existing system also has imposed many unfavorable limitations on these parties, including the disposition toward the single-district two-vote system, limitations on party nomination of candidates, and the exceedingly high thresholds for election deposit and party subsidies. All these regulations are very unfavorable to smaller parties. As for the campaign strategies of smaller party candidates, this paper finds that whether it is strategic alliance, strategic planning or strategy implementation, their differences are considerable under different electoral systems. Finally, regarding the candidates’ strategies of using social media, the focus lies in segment marketing on social media platforms, which this paper considers as a crucial strategy for candidates in using social media, an issue that is worth more in-depth study.