西方国家“政治营销”的理论渊源

Western Countries “Political Marketing” Theory

20世纪中后期,政治营销理论兴起于西方政治学界。它的产生有着深刻的历史渊源,与西方国家政治传统和现代经济领域中的营销理论有着密切的关系,有着独特的内涵。"政治营销"已成为西方国家总统选举、政党竞争中不可或缺的部分,并以其独特的模式在西方国家政治生活中扮演重着要的角色。本文通过分析西方国家政治营销的理论渊源及其内涵,认为政治营销理论为政治学的发展与研究提供了一个新的理论视角,为世界民主政治的发展以及公民社会的形成提供了一种新的技术手段和民主理念。

In late twentieth Century, political marketing theory emerged in western political circles. It has its profound historical origin, has a close relationship with the political tradition of western countries and the modern economy in the tTeld of marketing theory, has its unique connotation. ＂ Political marketing＂ has become an integral pa~ of the presidential election, political parties in the western countries in the competition, and play an important role in the political life of the western counmes with its unique pattern. By analyzing the theoretical origin and connotation of political marketing in western countries, that political marketing theory provides a new theoretical perspective for the development and research of political science, provides a new idea for the formation and development of technical means and democratic world democracy and civil society.