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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 謝明慧(Ming-Huei Hsieh) | |
| dc.contributor.author | Yi-Rou Chang | en |
| dc.contributor.author | 張苡柔 | zh_TW |
| dc.date.accessioned | 2021-06-08T01:40:58Z | - |
| dc.date.copyright | 2020-08-21 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-08-20 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18966 | - |
| dc.description.abstract | 本研究從消費者行為中消費決策模型去探討選民決策過程。政治行銷發展至 今，調適了商業行銷的操作手法與市場導向的行銷概念，也因為兩者間本質上的 差異而有所限制，以選民行為的研究為例，由於消費決策模型的應用過於繁複， 且其重視個體差異的性質不符合多數當選的制度，所以鮮少見用。然而，本研究 透過 2020 台灣區域立委候選人 K 的行銷手法為例，以深度訪談的方式，探討不 同樣態、背景的選民在接收到不同的行銷刺激後可能會有的反應，以及訊息接受 的程度與態度形成的關係，進而對照 K 選舉團隊的行銷溝通，是否為有效的溝通 方式。研究發現，討論選民決策過程可以提供選舉人更多視角，用以檢視行銷策 略的盲點，並避免錯誤而導致行銷資源的浪費。 | zh_TW |
| dc.description.abstract | This study aims to examine voters’ decision-making process using a consumer behavior model with 2020 Taiwanese legislative candidate K. Political marketing has been adapted in accordance with commercial marketing concepts. With the intrinsic differences when compared to a standard business model, there are some restrictions on switching commercial marketing tools to political ones. Take the voters’ behavior for example, it hasn’t been properly examined since the study of voters’(buyers’) behavior is too complicated and time-consuming. However, this study does shade some lights on voters’ reaction and attitude. It was also found that consumer decision-making process could help the candidate examine their effectiveness of marketing communication campaigns through the analysis of voters’ information processing. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T01:40:58Z (GMT). No. of bitstreams: 1 U0001-1808202000332600.pdf: 2714991 bytes, checksum: 5fa426c957515e6bde3dd2054ed4c625 (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 口試委員會審定書 i 摘要 ii Abstract iii 圖目錄 vi 表目錄 vii 第一章、 緒論 1 1.1 研究背景 1 1.2 研究動機與目的 2 第二章、 文獻回顧 4 2.1 政治行銷之定義及調適 4 2.2 消費者行為模型 8 2.2.1 消費行為模型的定義 8 2.2.2 EBM模式 11 第三章、 研究方法 18 3.1 質性研究 18 3.2 資料搜集 21 3.2.1 深度訪談之目的性抽樣 21 3.2.2 網路資料 21 3.3選民分析 22 3.3.1受眾選擇 23 3.3.2受訪者介紹 26 3.3.3訪綱 28 第四章、 個案敘述 30 4.1 候選人簡介及背景 30 4.2 關鍵選戰行銷活動 32 4.2.1 選戰主軸 32 4.2.2 群眾募資 33 4.4.3 其他線下活動 35 第五章、 個案分析與討論 37 5.1 目標受眾之EBM決策模型應用 37 5.2 活動成效及選民類別 44 第六章、 結論 46 6.1 研究發現 46 6.2 實務建議 48 6.3 研究限制與未來方向 50 參考文獻 51 中文： 51 英文： 51 | |
| dc.language.iso | zh-TW | |
| dc.subject | 政治行銷 | zh_TW |
| dc.subject | 消費者行為 | zh_TW |
| dc.subject | 消費決策模型 | zh_TW |
| dc.subject | 區域立委選舉 | zh_TW |
| dc.subject | 選舉策略 | zh_TW |
| dc.subject | Political marketing | en |
| dc.subject | Political campaign | en |
| dc.subject | Regional legislative election | en |
| dc.subject | Consumer decision-making model | en |
| dc.subject | Consumer behavior | en |
| dc.title | 探討政治行銷的調適性：消費決策模式觀點 | zh_TW |
| dc.title | The adaptation of political marketing: Consumer Decision Making View | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳俊忠(Chun-Chung Chen),郭佳瑋(Chia-Wei Kuo) | |
| dc.subject.keyword | 政治行銷,消費者行為,消費決策模型,區域立委選舉,選舉策略, | zh_TW |
| dc.subject.keyword | Political marketing,Consumer behavior,Consumer decision-making model,Regional legislative election,Political campaign, | en |
| dc.relation.page | 54 | |
| dc.identifier.doi | 10.6342/NTU202003894 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2020-08-20 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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