對於一個企業而言,每推出一樣新的商品,就需要一個縝密的行銷策略。尤其是新上市的產品,更需要擬定一套有效的行銷策略,幫助新產品進入市場,被消費者接受並且購買,如此才能達到企業的收益。同樣的,在政治選舉中,不論是由政黨所推薦的候選人,或是無政黨背書參選的候選人,只要是第一次參與政治選舉,也會需要一套政治行銷策略,讓選民認識自己,以達到最後當選之目的。然而,候選人究竟要如何運用政治行銷去幫助自己當選?每一個候選人所採用的政治行銷是否一致?這就必須要透過研究深入探討。 本文觀察2006年台北市議員選舉,研究首次參與公職選舉的兩位民進黨女性議員候選人,許淑華與吳思瑤政治行銷的方式。透過行銷學者Philip Kotler所提出的STP行銷策略解讀兩人區隔與目標的市場、以及候選人定位內容,同時藉由形象理論分析兩人傳達給選民的訊息,再運用Harold D. Lasswell的政治傳播理論,呈現兩位候選人之政治行銷內容,彰顯出運用政治行銷能快速而有效的提高候選人的知名度,並且吸引選民投票。
When a new product first enters the market, in the hope of achieving the ultimate goal of making profits for a company, a well-deliberated marketing plan needs to be designed in order to ensure its success. This concept can also be applied to political elections. Whether a new candidate is nominated by the party or not, he/she needs a series of campaign activities to make his/her first debut and a good impression on voters so as to win the election. However, how does the political marketing work? Does every candidate use the same marketing strategy to advertise themselves? These questions will be discussed in the following sections. This research observed the 2006 Taipei City Council Elections. Two of DPP female candidates, Tu, Su-Wa and Wo, Shi-Yo, ran for the councilor election for the first time. According to Philip Kotler‘s STP theory, we analyzed their Political Marketing strategies of decision making process. Moreover, this paper uses the Image theory to illustrate the way to operate images within Political Marketing. Finally, the Political Communication theory is used to display Tu, Su-Wa and Wo, Shi-Yo’s Political Marketing methods. The research result explains how Political Marketing works- to attract voters and raise the reputation of candidates quickly and effectively.