DPP’s "Presidential" Campaign Strategy Research

In the political system implemented in the Taiwan region,"elections" have become the main content of the people’s political life.In particular,the "presidential"elections have become the weather vane for the political,economic,and social development of the Taiwan region.In the "presidential" elections that began in 1996,the originally weak DPP won four of the seven elections,and thus became the largest party in Taiwan.In previous "presidential" elections,the DPP’s campaign strategy has become the main support for its "victory in danger" and "turning against the wind",and it is also a key factor in its transformation from weak to strong over the past two decades.Therefore,grasping the DPP’s "presidential" campaign strategy will also find out the process and reasons for the development and evolution of the DPP,which is of great significance for learning and understanding the DPP and conducting exchanges with Taiwan more effectively.Campaign strategy is one of the three main directions in election research,and the academic circle has already produced fruitful research results.Political communication theory,political marketing theory,and organization mobilization theory have become its three main research paradigms.For the DPP’s campaign strategy,there are both researches and a more comprehensive study from the three aspects of "what," "why," and "how." However,there are still shortcomings in terms of systemicity,in-depth and completeness.Therefore,this article integrates three theoretical paradigms,constructs the research framework of this article to observe the DPP’s "presidential" campaign strategy,and attempts to restore its full picture from three aspects:nomination strategy,propaganda strategy,and organizational mobilization strategy,in order to achieve Systematic,thorough and complete breakthrough.From the perspective of nomination strategy,the DPP’s nomination strategy consists of two parts,institutionalized and non-institutionalized.The core of the nomination strategy is the factional struggle of political parties,which reflects the characteristics of flexible system,full coordination and overall layout,and establishes its election campaign tone,condenses the consensus of the factions within the party,and enhances the possibility of eventual victory.From the point of view of propaganda strategy.In terms of content,the DPP adopts a method that combines the structure of voters and the characteristics of candidates and political parties to determine the image to be created and the main axis of the campaign;in terms of the way,the DPP monopolizes communication channels,guides the trend of the Internet,and controls the information center to carry out campaign communication;in terms of the technical,the main technical strategy is to use perceptual appeals to incite the emotions of voters and to attack competitors by spreading rumors and smearing.As a result,its propaganda has formed the characteristics of locality,popularity and offensiveness,and it has also had a negative impact on party politics,election efficiency and social development in Taiwan.From the perspective of organizational mobilization strategies.On the one hand,the DPP has developed its own local power by incorporating local factions,establishing supply channels,and weakening the power of competitors;it has integrated the three aspects of party affairs,government affairs and election affairs to establish an organic Campaign organization structure.On the other hand,the DPP has realized the efficient use of campaign funds by increasing revenue and reducing expenditures;and combining online and offline,direct and indirect ways to establish strong interest and interpersonal relationships with voters have become the foundation of its victory.Through these three strategies,the DPP finally established an organizational mobilization model with the goal of a community of interests,a channel of interest as the key,and a foundation of governance resources.So as to achieve a comprehensive change to the political ecology and pattern of Taiwan as well as social development.Through an in-depth analysis of various strategies and a summary of previous campaign strategies,this article has discovered three rules of the DPP’s "presidential"campaign strategy,namely:the election path of "Negotiate-Unity-distribution" and the "weak majority" The logic of the election and the election method of "shaping public opinion instead of conforming to it".And this outlines the model of the DPP’s"presidential" campaign strategy.However,there are still many shortcomings in its campaign strategy,which have an adverse impact not only on itself,but also on the politics and society of Taiwan and cross-strait relations.