本文選題：政治營銷 + 當(dāng)代中國�。� 參考：《曲阜師范大學(xué)》2015年碩士論文

【摘要】：在全球經(jīng)濟(jì)一體化的發(fā)展過程中,營銷理論得到了大范圍的普及,營銷理念作用的范疇也在不斷擴(kuò)大。政治營銷理論緣起于美國的總統(tǒng)競選活動,經(jīng)過多年的發(fā)展,已初步形成了完備的理論體系,并成功傳播到了眾多國家。政治營銷的出現(xiàn)為政治領(lǐng)域帶來了一整套的新政治價(jià)值、新組織角色和新制度規(guī)范,推動著現(xiàn)代政治文明向更加成熟的形態(tài)演化。該論文通過利用文獻(xiàn)整理及歸納分析的方法,對政治營銷起源、內(nèi)涵、發(fā)展、實(shí)踐等方面的研究,梳理了政治營銷現(xiàn)有的研究成果,著重探討了該理論在中國的應(yīng)用前景。對政治營銷理論的研究及其在中國的適用性分析由五個部分組成。第一部分簡要分析了題目的研究背景及意義,詳細(xì)介紹了國內(nèi)外有關(guān)政治營銷理論的研究現(xiàn)狀并做出了評述。第二部分論述了該理論興起的背景及其理論淵源,論證了政治營銷興起的必然性。第三部分詳實(shí)介紹了政治營銷的內(nèi)涵,不僅重新界定了其概念,而且逐一剖析了該理論的五個經(jīng)典分析模型,通過探討每個理論框架所包含的環(huán)節(jié),分解每一環(huán)節(jié)具體的內(nèi)容,展現(xiàn)了其運(yùn)作機(jī)制。第四部分研究了政治營銷的新發(fā)展、新運(yùn)用,隨著營銷理念的進(jìn)一步普及、營銷意識的逐漸增強(qiáng)、營銷范圍的日益擴(kuò)大,大眾化、社會化、法治化、多樣化及完善化成為其發(fā)展趨勢。最后一部分重點(diǎn)分析了政治營銷理論在中國的適用性問題,結(jié)合發(fā)生在各地的具體案例,提出了政治營銷可以在國家及政府形象塑造、公共政策營銷、提高公眾滿意度等領(lǐng)域發(fā)揮重要作用。在當(dāng)代中國政治發(fā)展新變化的背景下,中華民族復(fù)興過程中既有對政治營銷邏輯的內(nèi)在訴求,同時也具備了適宜該理論應(yīng)用的條件。當(dāng)然,政治營銷理論并不是萬能的,國體、政體、社情、民情的不同決定了該理論在中國應(yīng)用價(jià)值和范圍的有限性。政治營銷是服務(wù)于中國現(xiàn)代政治發(fā)展的手段,不是最終目的,在該理論的實(shí)踐過程中應(yīng)避免本末倒置,當(dāng)代中國政府的主要任務(wù)在于生產(chǎn)而非營銷。
[Abstract]:In the process of global economic integration, marketing theory has been popularized in a wide range, and the scope of the role of marketing ideas has been expanding. The theory of political marketing originated from the American presidential campaign. After years of development, it has initially formed a complete theoretical system, and successfully spread to many countries. The emergence of political marketing has brought a whole set of new political values, new organizational roles and new institutional norms for the political field, and has promoted the evolution of modern political civilization to a more mature form. By using the methods of literature collation and inductive analysis, this paper studies the origin, connotation, development and practice of political marketing, combs the existing research results of political marketing, and probes into the application prospect of the theory in China. The research on political marketing theory and its applicability in China consists of five parts. The first part briefly analyzes the research background and significance of the topic, introduces the domestic and foreign research status of political marketing theory and makes a comment. The second part discusses the background of the rise of the theory and its theoretical origin, and demonstrates the inevitability of the rise of political marketing. The third part introduces the connotation of political marketing in detail, not only redefines its concept, but also analyzes the five classical analytical models of the theory one by one. By discussing the links contained in each theoretical framework, it decomposes the specific contents of each link. It shows the mechanism of its operation. The fourth part studies the new development and application of political marketing, with the further popularization of marketing concept, the gradual enhancement of marketing consciousness, the increasing expansion of marketing scope, the popularization, socialization, rule of law, Diversification and perfection become the trend of its development. The last part focuses on the analysis of the applicability of political marketing theory in China, combined with the specific cases that occur in various places, and puts forward that political marketing can be shaped in the image of the state and the government, and public policy marketing. Improve public satisfaction and other areas play an important role. Under the background of the new changes in the contemporary Chinese political development, the Chinese nation has both the inherent demand for the logic of political marketing and the conditions suitable for the application of the theory in the process of rejuvenation of the Chinese nation. Of course, the theory of political marketing is not omnipotent. Political marketing is the means to serve the development of modern Chinese politics, not the ultimate goal. In the practice of this theory, the reverse of the cart should be avoided. The main task of the contemporary Chinese government is production rather than marketing.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D630

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本文編號：1983917