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http://nhuir.nhu.edu.tw/handle/987654321/19079
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| 題名: | 候選人競選策略之分析－以2009年嘉義市長選舉為例 |
| 其他題名: | Analysis On Candidate Campaign Strategy--2009 Chia I Mayor Election As An Example |
| 作者: | 鄭功宇
Cheng, Kung-yu |
| 貢獻者: | 公共行政與政策研究所
劉華宗
Hua-tsung Liu |
| 關鍵詞: | 候選人取向;政治行銷;政黨認同;議題設定;競選文宣
political marketing;the affiliation of political party;design of issues;campaign propaganda;candidate orientation |
| 日期: | 2010 |
| 上傳時間: | 2015-03-10 10:59:03 (UTC+8) |
| 摘要: | 舉凡實施民主政治的國家，中央與地方各級公職候選人維持其政治生涯的主要方法就是靠「選舉」。由於科技的進步，人民的知識水準提高，在選舉中人民趨向以多元化的思考模式去判斷候選人，早期坊間流傳的「選舉無師傅、用錢買就有」。這種觀念在現今已經不是致勝的秘訣了，取而代之的是日益增進的競選策略、而競選策略涵蓋範圍非常的廣，(候選人形象、政黨認同、議題設定)等，而一個成功的策略關鍵必須回歸於選民身上，候選人要了解選民的需求是什麼。 本文首先針對選民投票行為因素與政治行銷做探討。在以往的研究中指出，連任者有其優勢，因此在尋求連任的過程中會比挑戰者相形之下有利，台灣自1989年至1992年堪稱為政治行銷手法逐漸萌芽的階段，隨著時代不斷的進步，選戰策略愈來愈多樣性，競選文宣是其中非常重要的一環。本文試圖以2009年嘉義市市長候選人之文宣分析，藉以瞭解現任者與挑戰者在文宣策略中，雙方候選人採取策略背後的原因何在。 結果發現，黃敏惠由於選前聲勢、民調都頗具優勢，因此此次文宣策略僅推出三波的攻勢，而內容僅是以宣傳政見、塑造形像為主，而挑戰者涂醒哲由於知名度不足，因此其文宣策略攻勢凌厲，區隔選民類型、洞悉選民心態、巧妙的議題設定，最終黃敏惠並不如外界預估的大勝，僅以些許之差驚險獲勝。雖然一場選舉的成敗並不能單以某項策略來解釋，但在競選文宣策略方面來論述，黃敏惠的輕敵，而涂醒哲的沈穩應戰，相行之下涂醒哲的策略較具全面性。
In democratic countries, election is the major way for the central and local government employees to sustain their political career. With the advanced technology and the higher education, voters tend to judge the candidates from different perspectives. In the past, it was said that only money really counts when it comes to election. Nowadays, this out-of-date concept has been replaced with a more skillful strategy. The image of the candidate, party identification, political views are all included in the extensive election strategy. Candidates should try their level best to get a hold of what the voters really need. This article deals with voters' behavior and political propaganda. Judging from the past research, candidates who run for the second term usually have a better edge than their rivals. It was between 1989 and 1992 that Taiwan began to have its first political marketing strategy. With the constant changing of times, election strategies have become more diverse. The propaganda for election also plays a vital role. Based on the political propaganda from a candidate in Chaiyi in 2009, we can have a deeper understanding of the reasons why incumbent officials and their opponents adopt different strategies. Before the election, Huang Min-Huei held the edge. Not being alert, her propaganda only included her own political views and the shaping of personal image. On the contrary, her lesser-known opponent by the name of Tu Shing-Chei adopted a much more powerful strategy, categorizing the voters, having insight into voters' mentality, and skillfully choosing a controversial hotly-debated issue. In consequence, far from most people's expectations, Miss Huang only won the election by a narrow margin. Whether an election is successful or not cannot be judged only by one single strategy, but in terms of the election propaganda, Mr. Tu proposed a more extensive and overall strategy with a clear mind in contrast to Miss Huang's underestimating her rival. |
| 顯示於類別: | [國際事務與企業學系(亞太研究碩士班,公共政策研究碩士班,歐洲研究碩士班)] 博碩士論文-公共政策研究碩士班
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