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博碩士論文 etd-0820107-212249 詳細資訊
Title page for etd-0820107-212249
論文名稱
Title
候選人競選策略中的個人行銷及形象管理相關性研究-以高雄市2006年市議員選舉為例
The Study of Personal Marketing and Image Management in Campaign Strategies –A Case of Seventh Kaohsiung City Council Election in 2006
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
69
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2007-06-08
繳交日期
Date of Submission
2007-08-20
關鍵字
Keywords

Local Election, Campaign Strategy, Personal Marketing, Image Management, SWOT Analysis
統計
Statistics
本論文已被瀏覽 5819 次,被下載 1449
The thesis/dissertation has been browsed 5819 times, has been downloaded 1449 times.
中文摘要
台灣走向民主道路已行之有年,大小選舉接二連三,地方性選舉競爭尤其激烈。本研究擬以高雄市市議員候選人幕僚角色,將選舉當作一個行業,候選人是商品,如何將商品在選舉期間,行銷出去,為選民接受,是選舉中最重要的關鍵成功因素。尤以台灣民主轉型造成選舉的策略性也跟著轉型,地方傳統的選舉樁腳文化正在褪色,候選人及團隊之個人魅力與行銷,在選舉中的重要性,普獲選民的重視。本研究目的如下:(一)了解第七屆高雄市三民區市議員候選人宣傳策略之差異。(二)探討第七屆高雄市三民區市議員候選人宣傳策略與個人行銷相關因素。(三)探討第七屆高雄市三民區市議員候選人宣傳策略與形象管理相關因素。(四)建立高雄市議員候選人宣傳策略與個人行銷及形象管理宣傳模式供參。研究方法兼採「內容分析法」、「深度訪談法」及「問卷調查法」等三種資料蒐集策略,期能建構更具全方位的宣傳策略評價,並深入理解個人行銷及形象管理三者之間的關聯性。透過文獻內容進行分析、並以參與觀察、調查問卷與深度訪談等研究方法,探討第七屆高雄市議員選舉第三選區(高雄市最大選區:三民區),重視宣傳候選人之宣傳策略與個人行銷及形象管理之相關性。利用三重觀察測定法(method of triangulation)的設計,探討候選人宣傳策略與個人行銷及形象管理的過程和其產生的影響。研究結果:(一)候選人需突破傳統樁腳方式,以企業經營之三原則(低成本、差異化、集中策略),進行宣傳策略;(二)本研究證實平日建立全年無休之良好服務體系,與選民感同身受,將是選舉致勝利器;(三)市議員非但需與人專業、服務的良好形象,平日除專職問政外,多做公益、與時俱進、為民表率等地方意見領袖形象之建立,皆須平日點點滴滴累積而成。本研究建議如下:(一)選舉是一時的,但選區的經營卻是永遠的;(二)平時選民人際網絡的建立與整合;(三)無論是平時或選舉期間應多與人為善;(四)宣傳策略與個人行銷及形象管理必須建立在平日的基礎上;(五)選舉與選區經營必須專業化,融入企業經營理念;(六)未來後續研究期盼可進行如何讓選舉的宣傳與個人行銷及形象管理專業化,建立各項指標,平日與選期能一一檢視。
Abstract
The study utilizes the correlations among Personal Marketing, Image Management and Campaign Strategies of Seventh Kaohsiung City Council Election in 2006. A successful election campaign will be constructed for the future reference of local election candidates. Content analysis, questionnaire survey and In-depth interview with professionals and experts were used to conduct this study. Comparative method with tables was utilized to analyze the data and it was found that:
1. Campaign Strategy: Candidates need to break the traditional models and adopt business management principles (cost reduction, differential marketing and focus).
2. Personal Marketing: The main duty of city councillors is monitoring the city government. Candidates need to be marketed as professional, earnest and rational, who share close-up experiences with voters.
3. Image management: Councillors should give professional and friendly impressions at service by focusing on monitoring the city government, participating in charity events, representing the voters at the city council, and establishing an image as the local opinion leader. These achievements rely on hard work and effort.
To conclude the thesis as below:
1. Major Campaign Strategies for the candidates: C1 has the best campaign strategy by adopting business management strategies of cost reduction, differential marketing and focus.
2. Differential marketing on image management and campaign strategy: C1 and C4 adopt media strategies to market themselves as professional public servants. C1 and C4 inform their voters to turn on televisions to see how they question city government officials at the city council. Such marketing is an extension of their advantages and opportunities as incumbent councillors.
3. Differential marketing on image management and campaign strategy: Candidates and journalists both consider image management important.
4. This thesis establishes a model for campaign strategies, personal marketing, and image management of Kaohsiung city councillor candidates
Keywords: Local Election,Campaign Strategy, Personal Marketing, Image Management,
SWOT Analysis
目次 Table of Contents
中文摘要 i
Abstract ii
Acknowledgement iv
Contents v
Table List viii
Figure List viii
THE STUDY OF PERSONAL MARKETING AND IMAGE MANAGEMENT IN CAMPAIGN STRATEGIES –A CASE OF
SEVENTH KAOHSIUNG CITY COUNCIL ELECTION IN 2006 I
CHAPTER 1 INTRODUCTION 1
1.1 Importance and Background of the Study 1
1.1.1 Importance of the Study 1
1.1.2 Background of Study 3
1.2 PURPOSE AND ISSUES OF THE STUDY 4
1.2.1 Purpose of the Study 4
1.2.2 Issues for Study 4
1.3 TARGET AND SCOPE OF THE STUDY 5
1.3.1 Target 5
1.3.2 Scope of the Study 5
1.4 TERMINOLOGY 5
Local Election 5
CHAPTER 2 LITERATURES REVIEW 8
2.1 REVIEW OF REGULATIONS ON ELECTION CAMPAIGN 8
2.2. REVIEW OF CAMPAIGN STRATEGY 10
2.2.1 Media Strategy 10
2.2.2 Writing Books and Alternative Media 10
2.2.3 Guerrilla and Creative Marketing. 11
2.2.4 Taking Good Care of Constituency and Voters 12
2.2.5 Strong Issues and Campaigns 12
2.3 PERSONAL MARKETING STRATEGY 12
2.4 IMAGE MARKETING 15
2.4.1 Priceless Image 15
2.4.2 Achievement-Orientation 16
2.4.3 Opinion Poll 16
2.4.4 Internet Marketing 17
CHAPTER 3 STUDY METHOD AND STEPS 19
3.1 CONTENT ANALYSIS 19
3.2 QUESTIONNAIRE SURVEY 20
3.3 IN-DEPTH INTERVIEW 21
3.4 STATISTICS METHOD 21
CHAPTER 4 ANALYSIS AND DISCUSSION 23
4.1 CAMPAIGN STRATEGIES OF CANDIDATES AND CONTENT ANALYSIS 23
4.2 ANALYSIS OF QUESTIONNAIRES 24
4.3 ANALYSIS OF IN-DEPTH INTERVIEWS WITH CANDIDATES AND JOURNALISTS 27
4.4 DISCUSSIONS 30
CHAPTER 5 CONCLUSION AND SUGGESTIONS 33
5.1 MAJOR FINDINGS 33
5.1.1 Related factors of Seventh-Term Kaohsiung City Councilor’sCampaign Strategies 33
5.1.2 The Related Factors of Seventh-Term Kaohsiung City Councilor’s Personal Marketing 34
5.1.3 The Related Factors of Seventh-Term Kaohsiung City Councilor’s Image Management 34
5.2 CONCLUSION 35
5.3 SUGGESTIONS 37
REFERENCES 40
APPENDIX A: 43
QUESTIONNAIRE SURVEY FOR CANDIDATES AND REPORTERS 43
APPENDIX A-1 48
QUESTIONNAIRE SURVEY FOR VOTERS 48
APPENDIX B (INTERVIEWEE: CANDIDATE 1) 50
APPENDIX B-1 (INTERVIEWEE: CANDIDATE 2) 52
APPENDIX B-2(INTERVIEWEE: CANDIDATE 3) 53
APPENDIX B-3 (INTERVIEWEE: CANDIDATE 4) 54
APPENDIX B-4 (INTERVIEWEE: CANDIDATE 5) 55
APPENDIX B-5 (INTERVIEWEE: CANDIDATE 6) 56
APPENDIX B-6(INTERVIEWEE: REPORTER A1) 57
APPENDIX B-7 (INTERVIEWEE: REPORTER A2) 58
APPENDIX B-8 (INTERVIEWEE: REPORTER A3) 59
APPENDIX B-8 (INTERVIEWEE: REPORTER A4) 60
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