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
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0820107-212249 |
| Date | 20 August 2007 |
| Creators | Cheng, Yu-Ting |
| Contributors | C.C. Cheng, Ei-Ming Wu, Ku-Her Wu, Stephen,D. Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0820107-212249 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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