The Structure Model Of Election Campaign Process Strategy

The ways of marketing are more important skills to election campaign than ever. This study attempt to build a new election campaign process strategy (ECPS), using the concept of marketing process, and verify the model's feasibility for election campaign practice at one area in Asia.This paper mainly adopts the concept of Segmentation, Target market, and Positioning (STP) to construct the ECPS model. First, for the candidate positioning, because voting behaviors result from how voters evaluate the candidates, we summarize the attributes of candidates' image from several literatures, and then by telephone interview to obtain the image scores of the candidates. Second, using Multidimensional Scaling (MDS) to construct voters' perceptual map to the candidates. Third, for the market segment, we use the logistic regression model to identify the attributes of data from this classification to predict the trend of voters.In addition, recent years the election campaign is diversity and competence. It is really a dangerous game to decide the strategy by few people. Finally, for eliminating the defects, this study tries to explore election criteria by the viewpoint of voters demand, and base on them to make decisions. So, we interviewed voters and summarized their opinions to propose the criteria of election campaign. Then, filled the Analytic Hierarchy Process (AHP) questionnaire by experts of election campaign then ranked the criteria and allocated resources to important goals.For controlling election steps, we use the model of voter's request indicator election prediction to predict the percentage of candidate's supported, and compare the final result of between multinomial logistic regression model and voter's request indicator election prediction model to obtain advantage and weakness of two methodologies applying in election decision.Therefore, by establish the structure model of ECPS, we can make decisions...