2010年台北市長候選人政治行銷策略:國、民兩黨個案分析

賴怡真

doi:10.6342/NTU.2011.01797

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2010年台北市長候選人政治行銷策略:國、民兩黨個案分析

The Political Marketing of Taipei Mayor Election in 2010- A Case Study of KMT and DPP Candidates

賴怡真 , Masters　　Advisor：陳明通　　

繁體中文 DOI： 10.6342/NTU.2011.01797

政治行銷；競選廣告候選人形象；政治傳播；台北市長選舉； political marketing ； campaign advertisement ； the images of candidates ； political communication ； Taipei city mayor election

Abstract │ Reference (82) │ Altmetrics

Abstract 〈TOP〉

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Nowadays, Taiwan is influenced by the trend toward democratization and the publics’open-minded to political thinking. Besides, each media channels are popular and well-developed. These phenomena make candidates have to think about how to break through the traditional election mode under competitive political environment. Among many candidates, they will use more efficient marketing strategies to get approvals from voters rather than the past simple campaign activities.
    This research aimed at the 2010 Taipei mayor election which is based on the case of candidates of KMT and DPP. Through watching the election progress and visiting the campaign members which come from both side, to discuss the political marketing process of Mr. Hau Lung-bin and Mr. Su Tseng-chan. including the images of candidates and the presents of marketing strategies ,then compare the discrepancies between the both sides. The research noticed that both of candidates fully use the media channels to promote and propagate during the marketing process. They also use social media networks to deliver campaign information and communicate with net friends. In addition, we can see the beauties appear in normal business activities to promote advertise effects. Besides, there are also many beauties attend the campaign to attract the voters. Furthermore, both of the propagandas and campaign activities of political marketing from two sides show the diversity. It mainly weakens the political messages and uses more creative and active ways to promote and propagate the campaign activities.

Reference ( 82 ) 〈TOP〉

王甫昌（2003）族群接觸機會？還是族群競爭？：本省閩南人族群意識內涵與地區差異模式之解釋。台灣社會學，4，11-74。
連結：
林佩霓（2006）候選人形象定位策略之研究－以2005 年台北縣縣長選舉為例。國立台灣師範大學大眾傳播研究所碩士論文，台北。
連結：
林逸綾（2009）女性候選人參選政治行銷個案分析－以2006 年台北市議員選舉為例。國立台灣大學國家發展研究所碩士論文，台北。
連結：
陳彥佑、鈕則勳（2008）競選議題與宣傳策略－以周錫瑋競選2005 年台北縣長為例。選舉評論，4，61-88。
連結：
黃秀端（2006）兩大黨對決局面儼然成形。台灣民主季刊，3（4），181-190。
連結：

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