嘉義縣議員當選因素之探索性研究－政黨派系與行銷策略之觀點

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/28340

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Title:	嘉義縣議員當選因素之探索性研究－政黨派系與行銷策略之觀點
Other Titles:	An Exploratory Study on the Factors for the Electoral Membership of Chiayi County: Views on Political Parties and Marketing Strategies
Authors:	黃奕瑄 HUANG, YI-SHUAN
Contributors:	企業管理學系管理科學碩博士班范惟翔 FAN, WEI-SHANG
Keywords:	投票行為;商業模式;優質商品;利益平衡 Voting behavior;business model;Quality goods;balance of interests
Date:	2020
Issue Date:	2022-05-17 14:42:23 (UTC+8)
Abstract:	選民投票行為決定選舉的勝負更是研究的指標。民主不只是一人一票的投票行為，應有權重的思維使人民有利益平衡之感。網路資訊進步傳播媒體的蓬勃，伴隨著似真似假的消息混淆著選民判斷。候選人之特性、政黨派系、財力、創新的行銷策略之觀點進行研究，經由文獻和直接觀察利用商業模式，探討嘉義縣選民投票行為的因素。透過訪談曾參與選舉活動的代表人物進行深度訪談以半結構訪談法進行研究。在地人對候選人的政黨派系、財力、樁腳、服務、宣傳方式為投票要素。嘉義縣的選民市場區隔較小新人要深入這個市場困難度高，建議候選人創造自身成為優質商品區分出差異化與獨特性、融入目標市場的文化與型態、利用網路經營影響選民，輔以傳統廣告文宣平時多活動、塑造候選人為可創造價值、利益平衡的優質商品，進而成為可永續經營的典範。　　The voting behavior of voters determines the outcome of elections is also a research indicator, democracy is not just a vote of one person and one vote, The vigorous development of online information and media, accompanied by seem-ingly true and false news, confuses voters. Research on the characteristics of can-didates, political parties, financial resources, innovative marketing strategies, and explore the factors of voter voting behavior in Chiayi County through literature and direct observation using business models. Through interviews with represen-tatives who had participated in the election activities, indepth interviews were conducted through semi-structured interviews. The political factions, financial resources, stakes, services, and publicity methods of the local people to the can-didates are the voting elements. The voter market segment in Chiayi County is relatively small. It is difficult for newcomers to penetrate this market. It is recommended that candidates create their own highquality goods to distinguish between differentiation and uniqueness, integrate into the culture and style of the target market, and use the Internet to influence voters This is supplemented by traditional advertising texts that declare that there are many activities at ordinary times and shape candidates as highquality commodities that can create value and balance interests, and then become a model of sustainable operation.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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