| dc.description.abstract | irst-mover advantage or FMA is the advantage gained by the initial occupant of a market segment. This advantage may stem from the fact that the first entrant can gain control of resources that followers may not be able to match. The followers should break or refine the rules if they want to enhance competitiveness. If we treat the political newcomer as follower, how they compete with incumbent politicians? In Taiwan, due to well-known democracy education, the voter segments are rapid changing. In other word, the control powers of old forces are decreasing. However, if follower adopt old method, that’’s not easy to compete with incumbent politicians. Therefore, the follower should abandon the old method and try to adopt new idea into it. This research argues the marketing strategic theory could be a guide for an election campaign,
This paper adopts 2009 Chungli city councilor election as case study. To be a participator in actual election, observe the whole process of political marketing. Carry on structural analysis of the voters after defined research framework. Based on the candidate background and characters decide product positioning. Finally, integrate some marketing methods to develop marketing strategies. This research use three poll survey and final vote result to examine the effect of these marketing activities. Research result argues that the marketing concepts are applicable in election campaign and relate marketing methods benefit the support rate. But the research result also point the support rate gained by marketing would easier effect by negative information as well.
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