The Study on Hsinchu's 2014 City Mayor Campaign Strategies

• Main Authors: HUANG,JIE-MIN, 黃杰敏
• Other Authors: YEN,YING-LU
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/02094522065816432120

碩士 === 玄奘大學 === 大眾傳播研究所 === 104 === Past three mayoral terms of Hsinchu City have been served by members of KMT. From Lin Cheng Tze who had served for 8 years to Hsu Ming Tsai who is running for another term, Pan-Blue Coalition members have been governing the City. It’s safe to say that Hsinchu City is a solidly pan-blue city. Although there had been former mayor Tsai Ren Chien who is a DPP member, his mayoral term was rather short compared with KMT members. However, in the 2014 nine-in-one municipal election, a transfer of held power in Hsinchu City was made through the victory of Lin Chih Chien as a DPP member. This study will discuss how Lin Chih Chien won the election in this solidly pan-blue city, and find out whether it is because that KMT had triggered public outrage, or because KMT is so confident that it overlooked risks in its base camp, Hsinchu City. During the campaign, Hsu Ming Tsai who served as Hsinchu mayor was the most highly anticipated candidate among others. Mayor Hsu also used existing resources to run for re-election to the greatest extent, but he ended up losing the election by a thousand votes, and letting Lin Chih Chien who ran in the election for the first time without having much expectations of success win by very narrow margin. This study aims to discuss the three major candidates running for Hsinchu Mayor in 2014 election, and analyzes the main factors that caused Hsu Ming Tsai to lose, and Lin Chih Chien to win. This study visited politicians and local newspaper reporters who had a certain understanding of political map of Hsinchu. After integrating the information, the study took background of these three major candidates running for 2014 Hsinchu mayor, environmental factors, and their campaign team into considerations, and sorted districts of Hsinchu by proportion of Pan-Blue voters to analyze the data and produce the results. From a wider perspective, the results showed that KMT candidates had to bear all the consequences of Ma Ying Jiou's performance during his term, so the turbulence had spread and affected the whole nation. Therefore, in the 2014 nine-in-one municipal election, not only city and county head elections, but townships and districts are also affected. Because of changes in social, political and economic environment, KMT needs to put more efforts in local voters. From the election of Hsinchu City we can see that without putting efforts in management, KMT can lose voters, even in a solidly pan-blue city.