The Research Of Candidate Image From The Perspective Of Political Marketing

The fissiparous parties raise the competition in the political market.In order to gain more voter recognition and be different from other candidates,candidates have to use political marketing to shape the candidate image which meets voter expectations and has personal characteristics.In the fierce competition of the Ninth "Legislative Yuan" Election,the Democratic Progressive Party(DPP)collected 68-seat,The Chinese Nationalist Party(KMT)gained 35-seat,and The newly formed New Power Party(NPP)made 5-seat.This paper took the DPP candidate Wo,Shi-yo,the NPP candidate Freedy Lim and the KMT candidate Fai,Alex Hrong-Tai as the subjects,collected materials related to the campaign,news reports,Facebook fans page posts and other important events after they announced to join in the election and used literature analysis and case study method to find out the progress of that how the elected“Legislative Yuan" build their candidate images during this election.This study combined the existing political marketing framework with the political reality in Taiwan to effectively construct the analysis model of candidate image:environmental analysis-constituency assessment-image positioning-image dissemination and presentation.After discussing the structural factors,the technical factors and the factors of public opinion in the process of political marketing during the Ninth"Legislative Yuan"Election,this paper illustrated the building progress of candidate images respectively.According to the research model,this paper analyzed the constituency environment,including the location,the structure of voter preference,and the competition,then compared the pros and cons of the candidate and make the voter division to get the candidate positioning,finally displayed the advertising materials,interpersonal communication and network communication which are used by candidates to foster candidate image and presented the specific images of candidates.This research found that politicians who want to build the image recognized by most of voters,should highlight the personal qualities which are consistent with their long-established public image,select appropriate communication strategies considering their political factors,and focus on the consensus issues.