近幾年網路社群興起,許多政治人物也廣泛地運用網路媒體來為自己做行銷,成效顯而易見,本研究將以桃園市政治人物為例,深入探討其個人及團隊,如何以網路或有別於以往的行銷模式來打贏選戰、強化政治人物與民眾的連結、如何有效的圈粉、讓民眾成為鐵粉、又如何運用社群媒體的特性有效的曝光並選民作即時性的互動,去取代傳統選戰的步驟與廣告以節省經費。 本研究流程始於資料收集與分析,參考文獻後,選擇以目前活躍於社群媒體且對網路行銷重度愛好之政治人物,其粉絲人數已逾10萬人之桃園市議員為研究對象,並且分成組織結構、策略執行及結果呈現的三個面項來整理訪談題目,進行深度訪談後再做出結論與建議。 依據本研究結果,整理出網路行銷策略對政治人物的重要性、政治人物如何利用網路來做個人行銷及如何以網路行銷取代傳統競選的模式等,最後歸納整理出政治人物運用網路行銷的須知與特點,並提出以「IDEA」理論來概述政治人物如何掌握網路行銷以做為未來欲以經營社群媒體為主軸之政治人物後的後續研究提出相關建議。
In recent years, the Internet community has emerged, and many politicians have also widely used Internet media to do marketing for themselves, turning them into facts. This study will take Taoyuan’s politicians as an example to discuss in depth how their individuals and teams use the Internet. The road may be different from the previous marketing model to win the election battle, strengthen the connection between politicians and the people, how to effectively circle fans, let the people become iron fans, and how to use the characteristics of social media to effectively expose and vote for real time Sexual interaction, to replace the steps of traditional election campaigns and advertising to save budget. This research process starts with data collection and analysis. After referencing the literature, we select Taoyuan City Councillors who are currently active in social media and have a strong interest in online marketing and whose fans have exceeded 100,000. And divided into three aspects of organizational structure, strategy implementation and results presentation to organize the interview topics, and then make conclusions and suggestions after conducting in-depth interviews. Based on the results of this research, sort out the importance of online marketing strategies to politicians, how politicians use the Internet for personal marketing, and how to replace traditional campaign models with online marketing, etc., and finally summarize how political figures use the Internet The requirements and characteristics of marketing, and put forward the "IDEA" theory to outline how politicians master online marketing as a future politician who wants to operate social media as the main axis and put forward relevant suggestions for follow-up research.