| 一,IntroductionThe winner of Taiwan's 2000 " Presidential " election was Chen, Shui-Ben, A Democratic Progress Party (Refer to DPP) candidate , got 39.3% of total 15,460,000 votes to won and finished the half century rule by Kuominton Party( Refer to KMT) in this Island. KMP collapsed suddenly. The DPP became the host of "President Office" from 2000, the Ruling Party turned over.In 2004 "Presidential " election, although the performance of the past 4 years was awful, Chen and Lu still won the election in a very slight difference about 30,000 votes to defeat the candidate from KMT and People's first Party (Refer to PFP), Lien and Sung, again.Is this a coincidence that DPP won the election by related majority in 2000 and won another election by very slight difference and ambiguous chaos in the process?I was the Chairman of the Shanghai Cross-Strait Communication Company during the past few years, I had the chance to meet all kinds of peoples from Taiwan and which inspire me to start this study at the field of Election Strategy of DPP in Taiwan.Indeed, the wave of "Democratilization" from early 90s deeply impacted the areas of social and political life in Taiwan. In 1996, the first direct election of the "Presidency" was the symbol of Taiwan's "Democratilization". The "Democratilization" of Taiwan is not only the change of social and political life of the Taiwan's people but also a influential factor of the stability of the Cross-Strait situation. Accompanied with the expanding of the "democracy" idea, the " Taiwan Subjectivism" and "National Identity" tasks became the hot potato between the cross strait, and might caused some potential military conflict in the future.From year 2000 the DPP became the ruling parry. To "win" all kinds of elections in Taiwan is obviously a major political purpose regardless any moral perspectives. Thus, "winning " an election is the biggest driven force to make the DPP move forward. Hence, the tendency of the political system in Taiwan is so called the process of the " secularization", which means the political rational purpose or moral are substituted by political "market"; the traditional social or political "cleavage" aresubstituted by " market" value and the difference of "ideology" is the major factor of social conflict instead of "economy". This is a " Broker Party" system existed in Taiwan.In order to meet the "preference" of the voters, the " Broker Party" will try to create the voting incentive for the voters, shaping the social image of the political party to grasp every possible vote for the public. The "Broker Party" will promote themselves through the channel of Mass Media and create the special political terminology to raise public attention.This research is mainly focus on the political party competition between year 2000 to 2004 in Taiwan. It analyses the Political Market and try to find out the campaign strategy of DPP and other parties in Taiwan, besides, this research will try to provide certain predictions toward the future direction of the political party system in Taiwan.二, Main Theoretical means and Methodology The methodology of this research is base on three theoretical means:1. "Party Politics and competition"---"political market" theory2. "political marketing" theory3. theory of "Advantage of Dominant Party" .Our research subject is the :Party Competition" in Taiwan, basically focus on DPP, time frame is from 2000 to 2004, at the " Presidential " election and Political marketing in that period.First, we have to clarify the concepts of "Party competition" and "political Market" and some relatedIn a democratic system, the broker party is in a very tactic manner to manipulate the party position at the "political spectrum" in the "Market" . When the effective party numbers are very few or just two, the political parties will move forward along with the spectrum to meet the position of medium voter, thus, it is so called " political Market" behaviors.The basis of the supporting theory is come form "spatial Model" of economist Antony Downs in 1957...
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