Abstract
In Taiwan, although there has been enormous research on voters¡¦ voting behavior and their selections for the candidates, very few studies have been undertaken to analyze the theme of campaign strategy. Especially, given that the presidential election involves a wide variety of election districts and campaign units, currently there is still no related investigation into the implementation of local campaign organizations. For this reason, it is timely and necessary to do the job of evaluating the effect of local campaign strategy.
Nominated by KMT for the presidential election, Ma Ying Jeou tries to use the innovative ¡§Long Stay¡¨ that is based on the thought of ¡§Blue Ocean Strategy¡¨ to reach the various voters, for the purpose of overthrowing the traditional campaign to reset market boundary and thus increase the support for him. However, due to the restriction in large size of districts and long campaign period, it is difficult for Ma¡¦s campaign team to handle all situations which eventually need to depend on the local campaign organizations, in particular the KMT¡¦s local branches, to facilitate. And further, how these local branches plan as well as enact the ¡§Long Stay,¡¨ and how to ensure the following operation going smoothly are highly worth studying. More significantly, because the first-ever single-member legislature election was held prior to the presidential election, how the local branches come up with a ¡§Long Stay¡¨ schedule that is accepted by the three parties of presidential candidate, legislative candidate, and local community to integrate them into a maximum effort is also worth observing.
Accordingly, through participant observation, document analysis and in-depth interview, this study is in an attempt to evaluate how Ma Ying Jeou¡¦s ¡§Long Stay¡¨ strategy is implemented and applied. Unlike most research on election that uses statistical data to analyze voters¡¦ voting behavior, this thesis focuses on how the KMT¡¦s Kaohsiung county and its township branches manage to reinforce a series of campaign strategies. Finally, this study would probe into the outcomes of different campaign strategies based on the voting result.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0908108-014122 |
| Date | 08 September 2008 |
| Creators | Liou, Jian-cyuan |
| Contributors | Chyi-lu Jang, Daw-yih Jang, Da-chi Liao |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0908108-014122 |
| Rights | not_available, Copyright information available at source archive |
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