政 治行销模式之建构-商业行销模式之修饰.docVIP

政治行销模式之建构-商业行销模式之修饰 刊登日期：2002/06/01 作者／交通大学经营管理研究所教授　　　　陈照明 交通大学经营管理研究所博士候选人　陈春富 -------------------------------------------------------------------------------- 摘　要 　　选举研究是政治学的中心，但政治学者较常从事于政府政策制定的研究，以及对政治现象的解析工作。相对地，行销则是一门包含实际的运行规则，倾向于发展出一套解决问题的策略，以协助政策的科学。在本研究中，论述行销在商业与政治行为之异同分析，并阐述相关行销理论运用于政治竞选活动的可行性。研究架构着重于行销理论如何运用在政治竞选活动过程，而非在竞选活动方法上的细节研究。并提出一套可用的模式建构程序，以协助候选人或政党在竞选中，能结合行销理论作有效评估。在本文的总结部分，将综合这些研究，阐明候选人运用行销概念的趋势是必然的。希望经由此研究提供给候选人新的观点，了解行销学为政治竞举活动提供了一个分析与管理的专业理论方法，期能促使相关领域之研究者，对现代政治行销领域有更多的注意与研究。 关键词 政治行销、政治竞选活动、商业行销、行销理论 Abstract 　　Research on political campaign is one of the most important fields in political science. But scholars of political science are frequently inclined to conduct a research on the making of governmental policies or on the analyzing of political phenomena. Relatively speaking, marketing is a kind of science looking for a whole set of systemic operational procedures to solve problems, or to implement policies. This research will discuss the similarity and difference between marketing employed in business circle and marketing employed in political behavior, as well as the feasibility of applying related marketing theories to political campaign. The frame of this research will focus on the process of how to employ the marketing theories in political campaign rather than how to organize a political campaign. Hence, the purpose of this research is trying to bring forth a Political Marketing Model able to help candidates or political parties to make an effective evaluation by using marketing theories. Obviously it is an inevitable tendency for candidates to combine theories of political science and marketing. It is hoped that the viewpoints synthesizing from this research will shed light on political campaign through a professional theory and practice in management and analysis. And it is also hoped that this research will make researchers of related fields have a better understanding about political marketing as well as have more references