關鍵詞：重返執政、企業再造、商業模式、企業經營管理 ;It is extremely difficult for a manger to bring a crisis-ridden company back to life. After the 2008 presidential election, the Democratic Progressive Party (DPP) lost power, and then Tsai Ing-wen became the first female chairperson who in just 8 years brought the DPP back to life, leading the party back to power and becoming the first female president in the Chinese-speaking world. It was also a big surprise in Taiwan′s political history. From the perspective of a business model, there is no difference in the nature of a political party and an enterprise. The political parties have to face the customer segmentation and also have to convey brand value. This study compares the DPP to a precarious company and adopts qualitative research methods, starting with the interview, based on the data to cross-analyze the development of the DPP’s reinstatement strategy of features, problems and dilemmas. In the part of the conclusion, in addition to discussing the similarities and differences in reengineering practices between enterprises and political parties, it also looks at how a political party moves with the times from the perspective of business management and in the spirit of enterprise reengineering and how to give the public brand new expectations? In the end, the DPP’s return to power in 2016 is as an example of a rebirth of a political party.
keywords: return to power, re-engineering the enterprise, business model, operation and management of business
