The Study of Legislator’s Campaigning Strategy Model: Examples of the 7th Changhua Legislators Election in Taiwan

• Main Author: 賴岸璋
• Other Authors: 陳光谷
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/00011465675318570789

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 97 === Election is the core part in the democratic politics process. In the previous study, most study focus on the case study for exploring campaigning strategy. However, to evaluate the campaigning strategy model from the perspective of voter is less addressed. This study used the voters and the candidates of the 7th Changhua legislators’ election in Taiwan as essential samples. The study discusses the relationship between candidates and voters to understand the campaigning process、strategy and model. The study used analytic hierarchy process (AHP) method to confirm the important rank of campaigning strategy. This study constructs the optimal campaigning strategy model to help candidate win a victory. The followings are this research finding: 1.In the 「Personal Strategy」dimension, 「Seniority」、「Political party」、「family」 were rated the important dimension for candidates and had a positive influence on voters behavior to each other. 2.In the「Environmental Strategy」 dimension, 「Campaigning Team」、「Campaigning staff」、「Strategic voting」were rated the important dimension for candidates and had a positive influence on voters behavior to each other. 3.In the「Elective Strategy」 dimension, 「Policy outcome」、「Political endorsement」、「Agent Campaigning」were rated the important dimension for candidates and had a positive influence on voters behavior to each other. 4.In the 「Media Strategy」 dimension,「Advertisement document」、「Campaigning activity」、「Media means」were rated the important dimension for candidates and had a positive influence on voters behavior to each other.