A Study On Ma Ying-jeou’s Political Market In

Political marketing is an extremely common phenomenon in competitive party politics,so to speak,it is a bridge built between political thinking and political practice.The concept of political marketing came into being at the earliest in America.By far,the theoretical achievements are relatively abundant and follow the development of realistic politics.In Taiwan area of our country,the political marketing can be traced back to the election of "City gathering and Jiezhuang agreement membership" in the 1930’s.At that time,Taiwan was in the colonial domination of Japan.Later during the authoritarian rule period of KMT,the opposition power outside the party adopted mainly the way of political marketing to gain the supports from public and strengthen their own power.After the termination of lockdown,as well as the cancellation of party ban and press ban,the political marketing became a very common phenomenon in politics of Taiwan.The study object of this essay is the political marketing applied by Ma Ying-Jeou during the "president" election in 2008.With the use of the analysis framework from Mr.Bruce Newman,an extraordinarily influential figure in the international political marketing industry,a systematic description and analysis is done in many aspects including the environment of political marketing in 2008,the subdivision of voter markets,the location and creation of the candidates image,the design and implementation of marketing strategy.In fact,in Taiwan area,where was ruled by Democratic Progressive Party,faced now a dilemma filled with political chaos,economic downturn and social anxiety.In the process of marketing,Ma Ying-Jeou abandoned the competing strategy between KMT and Democratic Progressive Party on the topic of "national reunification and independence" as well as " provincial",making " competing economics" as the main axis of the election campaign.He also confirmed the target voters as pan-blue coalition,light green and middle voters.Through going down to the grassroots,he built up a image of being close to civilians and also further reinforce the incorruptness feature which he had already possessed.The concrete marketing strategy contained products strategy,pushing strategy and driving strategy.In the typical driving strategy-election advertisements,Ma showed up as an "innovator" of Taiwan and delivered to the voters his determination to reform.He also presented his ability to realize the reform.However,when we go further to study what kind of role the political marketing of Ma Ying-Jeou played in winning the president election,the result showed that the political marketing of Ma Ying-Jeou did not play a deciding role to the final election results.It served to some extent as an assistance.Meanwhile the study showed that the political marketing of Ma Ying-Jeou is in some degree different from other candidates of KMT.He paid more attention to publicize the tactical application.In the process of his political marketing,the marketing was also imprinted with the Chinese traditional countryside culture.At the same time,it was also influenced by the local faction politics which came into being during the authoritarian rule period of KMT.