商業行銷策略應用於選舉議題操作之研究

The Commercial Marketing Strategy Applies Research in the Election Subject Operation

李育伊(LEE YU I)

指導教授 ： 歐仁和

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

本研究根據李培元(1997)所著政治商品化一書，認為當政治已逐漸商品化的情況之下，政治就如同產品，對於有關選舉相關活動，如：推銷各政黨、候選人、政策，其最終的目的只在於從這些選舉相關活動中獲得勝選。因此根據上述本研究目的有以下三項：
(1)釐清一般商業行銷與選舉行銷不同之處。
(2)建構台灣選舉議題操作模式。
(3)舉一選舉實例，嘗試瞭解各政黨或候選人在選舉戰略以及戰術的應用為何，以及那些選舉議題較能影響選民的投票行為。
面對著整個市場的變化多端，也許在此時此刻商業行銷與選舉行銷之間或許仍就有許多的相異點，但也難保在未來的市場變化以及民眾自覺性增加的情況之下，迫使政黨或候選人採行更多類式商業行銷的手法。而本研究嘗試建構出台灣選舉議題操作模式並且以西元2005年第十五屆台中市市長選舉為例，依雙方政營所提出的選舉議題以及民調統計數據加以研究分析，研究結果顯示：在藍綠雙方候選人在行銷戰略的應用上，藍軍的胡志強採行防禦戰，而綠營的林佳龍採行攻擊戰，而在戰術上雙方分別採行政黨議題、候選人議題、政策議題，此外對於這三種議題對台中市市民的選舉投票行為影響，分別以是候選人議題為主要影響因素，其次是政黨議題、最後政策議題。

關鍵字

政治商品化 ； 商業行銷 ； 選舉議題 ； 選民投票行為

並列摘要

This research according as Li Peiyuan (1997) write to The Theory of Commodification Politics.from the book knew.when’s the political already gradual commercialization under the situation.Politics is like product. Regarding election related correlation. For example: Sells various political parties, the candidate, the policy. The final goal only in these election correlation obtains the victory to elect。Therefore according to the above this’s research goal to have following three items ：
(1)To understand general commercial marketing and election marketing similarity or differ。
(2) Constructs the Taiwan election subject operation pattern。
(3)Gives an election example.attempt understand political parties or the candidates in the election’s strategy and tactical application and what’s elections subject comparatively can affect voter's voting behavior。
Face whole market's diversity.Maybe this moment commerce marketing and election marketing between still have many look dissimilitude.but difficult to increasing ensure at future turn of the market and civilian self-consciousness too.force to party or candidate pick up more kind of commerce marketing's technic style.However this research try to construct Taiwan election topic operation mode and for example as the 15th session Taichung City mayoral election in 2005 A.D, As both sides of politic camp bring up election topic and people transfer statistical data add with research analysis.findings show : At both of blue and green candidates are selling on strategic application.Blue army's Hu Zhi Qiang picks up recovery strategy, but green camp's Lin jialong picks up attack fight strategy,however both sides direct to Taichung citizen election vote behavior affection picks up administration party topic,candidate topic,policy topic.Besides direct to three topics for Taichung citizen behavior affection in selection,affecting factor chief is candidate topic,next is party topic, and finally is policy topic.

並列關鍵字

Political commercialization ； Commercial marketing ； Election subject ； Voter vote the behavior

參考文獻

呂亞力，2002，政治學，三民書局。

林建煌，2002，行銷管理，再版、智勝。

施正鋒，2000，台灣政治建構，前衛出版。

黃俊英，1997，行銷學，華泰書局。

Schumpeter, J. 1976, Capitalism, Socialism and Democracy, (London: GeorgeAllen & Unwin)