2010年台北市長候選人政治行銷策略:國、民兩黨個案分析

Abstract

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.