A Study On The Influence Of Political Entertainment Marketing On The Voting Behavior Of "the First Family"

U.S. President Franklin D. Roosevelt said:"If i’m not a president, I’ll be an advertising man."That’s indicate the political campaign just like the business marketing. You know how to decorate and sell yourself that’s the key to winning this election. Now Taiwan’s election just like crowded politics marketing show.All the candidate always try to show their best and want to get the ballot from their people. Taiwan have the election almost every year. In this period of Election-related Activities, the image of political party, the candidate conditions as well as the policy positions all will affect the election consequence. The election final consequence just win and lose. Except the condition of subjective and objective. How to effectively use the publicity strategy that decide the election win or lose. Political campaign always have a very close relationship with marketing. Marketing emphasis the customer-oriented, it’s mainly to create a competitive advantage, it must understand the customer’s buying motives and behavior, considering the competitive strategies with other competitors, and formulation the winning marketing strategy. In political campaign, the voter just like the customer. The party and candidate should to accordance with the voter needs, motivations and behavior, against the opponent’s campaign strategy, develop our campaign strategies, to get the support of voters, and reached the victory target. Marketing theory also along with Taiwan’s democratization process, the application more and more in the political sphere. This thesis is based on commercial marketing theory and bring out the political theory of marketing communications. and establishment Taiwan’s unique political campaign marketing model. The significance of the research paper have three point:1. The election order to the commercialization way to operate, can promote electoral decision-makers to the actual mentality to face elections. The candidate or political party also pay more attention to how best to enable voters to know, and the voter can good to understand the candidate or political party, the future election can be the sound development.2. The election is an important activities in a democratic society, any candidates and political parties must agree in order to swing voters by election. From marketing point of view, the voter is the customer, therefore, effective marketing planning operations used in campaign to help candidates and political parties to obtain victory in order to achieve their political philosophy. The purpose of this article is that:to clarify campaign marketing and general business marketing, and the establishment of the strategic planning and implementation of the program of campaign marketing theory. The second purpose of this paper is to clarify campaign marketing and general business marketing and the establishment of strategic planning and implementation of the program of campaign marketing theory.3. The base of Taiwan politics-oriented characteristics, suited to construct a conceptual model of the Taiwan election marketing, and assess its practical utility as a basis for the development of the follow-up study.