政治营销学视角下柯文哲的竞选策略研究

Research on Ko Wen-je Campaign Strategy under the Perspective of Political Marketing

政治营销学是一门研究政治行为尤其是竞选行为的成熟学科,常常被用来解释或观察竞选行为。本文通过政治营销学的视角观察柯文哲在2024台湾地区领导人选举中的竞选策略,发现柯文哲以中间选民为主要争取对象,将自己打造成“清廉、勤政、爱民、爱乡土”的形象,提出“相信美好台湾把‘国家’还给你”的竞选主轴。在竞选策略上,通过网络渠道,创新营销方式,引导舆论走向来展现自己的形象与政策;通过巩固基本盘,争取游离选民和分化对手阵营来扩大选票支持。在选举过程中,根据民意的变化、与竞争对手的攻防和选举环境的变化来动态调整竞选策略。最终以369万票的成绩,奠定了民众党第三党地位,成为影响台湾地区政治的关键少数。

Political marketing is a mature discipline for researching political behaviors,especially campaign,and is often used to explain or observe campaign behavior.This article observes Ko Wen-je campaign strategy in the 2024 Taiwan region leader election through the perspective of political marketing.It is found that Ko Wenje uses the middle voters as its main object.Make"clean,diligent,love the people,and native land"as his personal image.Propose"Believe in beautiful Taiwan&return the‘country’to you"as policy axis.In terms of campaign strategies,through network channels and innovative marketing methods,guide public opinion direction to show their own image and policy;by consolidating the basic supporter,strive to variable voters and differentiated rivals camps to expand voting support.During the election process,the campaign strategy is dynamically adjusted according to the changes of public opinion,the offensive and defense of the competitors and the changes in the election environment.In the end,with a score of 3.69 million votes,the third place in this election,became the key minority that affects Taiwan's region politics.