政治營銷研究
發(fā)布時間：2018-09-11 18:20
【摘要】：市場經(jīng)濟的快速發(fā)展,再加上現(xiàn)代化和民主化的沖擊,政治營銷應(yīng)運而生。政治營銷首先是應(yīng)用在西方國家的政治選舉中,不管是尼克松總統(tǒng)競選,還是克林頓總統(tǒng)的競選,政治營銷都得到了一系列的應(yīng)用,受到了大量學(xué)者的關(guān)注,并且出現(xiàn)了專業(yè)化的政治顧問。隨著新媒體的廣泛傳播,政治營銷得到進一步發(fā)展,布魯斯·紐曼、菲利普·科特勒等學(xué)者都提出了政治營銷的界定和分析模型,還成立了國際政治營銷學(xué)會,政治營銷逐步走向成熟。 而政治營銷在中國則起步較晚,直到21世紀(jì)初才被介紹到我國,相對來說還是一門年輕的學(xué)科,中國學(xué)術(shù)界對政治營銷的相關(guān)的研究成果并不多,而且也都集中于概念和理論的梳理階段,缺乏相應(yīng)的實證性分析研究和系統(tǒng)研究。本文也正是基于此,希望能夠梳理出自己的關(guān)于政治營銷的研究脈絡(luò),并通過穿插實例進行相關(guān)的分析,為中國政治營銷的發(fā)展做出一點貢獻。 本文主要采用文獻法和案例分析法相結(jié)合的方式。在對學(xué)者的概念和理論的梳理中確立了自己的分析模型,并以此為基礎(chǔ),進行政治營銷的分析,在政治營銷概念的研究中,運用了對比分析和歸納分析法,通過將政治營銷和市場營銷以及政治宣傳的比較,歸納出政治營銷的范圍勘定。 在政治營銷分析中,本文主要是從環(huán)境分析著手,然后分析了在此基礎(chǔ)上所進行的包括市場區(qū)隔、對象確定、政治定位和戰(zhàn)略組合在內(nèi)的政治營銷的戰(zhàn)略規(guī)劃,隨后具體描述了在實踐中政治營銷的產(chǎn)品策略、推拉策略、民調(diào)和數(shù)據(jù)營銷策略以及公關(guān)促進策略的實施,整個政治營銷的過程就是作者試圖構(gòu)建的政治營銷的理論分析模型。在文章最后,筆者從政治的法治化、政黨的現(xiàn)代化、文化的多樣性這三方面總結(jié)了在政治營銷中我們所能看到的政治營銷存在的一些問題以及怎樣更好地發(fā)展政治營銷。 目前政治營銷在中國的應(yīng)用主要是奧運會、世博會等國家大型活動的形象的塑造上,在基層的民主選舉和政府公關(guān)、領(lǐng)導(dǎo)人的形象塑造上還沒有得到大量應(yīng)用。考慮到政治營銷在中西方的環(huán)境的差異,所以本文從實用性角度出發(fā),更加偏重于中國領(lǐng)導(dǎo)人和政府如何塑造自己的形象,與社會公眾建立互動的關(guān)系,獲得民眾的支持。希望能夠為政府開展社會治理開辟一個新的空間,通過與社會公眾的深入交流,更好地把握社情民意,把政府制度、行為和政策建立在堅實的社情民意的基礎(chǔ)上,為現(xiàn)代政府確立牢固的合法性基礎(chǔ)。也希望政治營銷對政府職能的轉(zhuǎn)變和政黨現(xiàn)代化起到一定的推動作用。
[Abstract]:The rapid development of market economy, coupled with the impact of modernization and democratization, political marketing came into being. Political marketing is first applied in the political elections in western countries. Whether it is the Nixon campaign or the Clinton campaign, political marketing has been applied in a series of applications, and has attracted a large number of scholars' attention. And the emergence of professional political advisers. With the wide spread of new media, political marketing has been further developed. Bruce Newman, Philip Kotler and other scholars have proposed the definition and analysis model of political marketing, and also established the International political Marketing Association. Political marketing is gradually maturing. However, political marketing started relatively late in China and was not introduced to China until the beginning of the 21st century. It is a relatively young subject, and there are few research results on political marketing in Chinese academic circles. They are also focused on the combing stage of concepts and theories, and lack the corresponding empirical analysis and systematic research. Based on this, this paper hopes to sort out its own research context of political marketing and make some contributions to the development of political marketing in China. This article mainly uses the literature method and the case analysis method unifies the way. In the research of the concept and theory of the scholars, the author establishes his own analysis model, and on this basis, carries on the political marketing analysis, in the political marketing concept research, has used the contrast analysis and the induction analysis method, By comparing political marketing with marketing and political propaganda, the author concludes the scope of political marketing. In the analysis of political marketing, this paper mainly starts with the analysis of environment, and then analyzes the strategic planning of political marketing, including market segmentation, object determination, political positioning and strategic combination, which are carried out on this basis. Then it describes the implementation of product strategy, push-pull strategy, pollster and data marketing strategy and public relations promotion strategy in practice. The whole process of political marketing is the theoretical analysis model of political marketing that the author tries to build. At the end of the article, the author summarizes some problems in political marketing and how to develop it better from three aspects: the rule of law of politics, the modernization of political party and the diversity of culture. At present, the application of political marketing in China is mainly Olympic Games, World Expo and other national events in shaping the image, in the grass-roots democratic elections and government public relations, the image of leaders has not been a large number of applications. Considering the differences of political marketing in the environment of China and the West, this paper focuses more on how Chinese leaders and governments shape their own image, establish an interactive relationship with the public and gain the support of the public from the practical point of view. I hope to open up a new space for the government to carry out social governance, through in-depth exchanges with the public, to better grasp the social situation and public opinion, and to establish government systems, behavior and policies on a solid basis of social sentiment and public opinion. Establish a solid foundation of legitimacy for the modern government. It also hopes that political marketing will promote the transformation of government functions and the modernization of political parties.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：D630
本文編號：2237490
[Abstract]:The rapid development of market economy, coupled with the impact of modernization and democratization, political marketing came into being. Political marketing is first applied in the political elections in western countries. Whether it is the Nixon campaign or the Clinton campaign, political marketing has been applied in a series of applications, and has attracted a large number of scholars' attention. And the emergence of professional political advisers. With the wide spread of new media, political marketing has been further developed. Bruce Newman, Philip Kotler and other scholars have proposed the definition and analysis model of political marketing, and also established the International political Marketing Association. Political marketing is gradually maturing. However, political marketing started relatively late in China and was not introduced to China until the beginning of the 21st century. It is a relatively young subject, and there are few research results on political marketing in Chinese academic circles. They are also focused on the combing stage of concepts and theories, and lack the corresponding empirical analysis and systematic research. Based on this, this paper hopes to sort out its own research context of political marketing and make some contributions to the development of political marketing in China. This article mainly uses the literature method and the case analysis method unifies the way. In the research of the concept and theory of the scholars, the author establishes his own analysis model, and on this basis, carries on the political marketing analysis, in the political marketing concept research, has used the contrast analysis and the induction analysis method, By comparing political marketing with marketing and political propaganda, the author concludes the scope of political marketing. In the analysis of political marketing, this paper mainly starts with the analysis of environment, and then analyzes the strategic planning of political marketing, including market segmentation, object determination, political positioning and strategic combination, which are carried out on this basis. Then it describes the implementation of product strategy, push-pull strategy, pollster and data marketing strategy and public relations promotion strategy in practice. The whole process of political marketing is the theoretical analysis model of political marketing that the author tries to build. At the end of the article, the author summarizes some problems in political marketing and how to develop it better from three aspects: the rule of law of politics, the modernization of political party and the diversity of culture. At present, the application of political marketing in China is mainly Olympic Games, World Expo and other national events in shaping the image, in the grass-roots democratic elections and government public relations, the image of leaders has not been a large number of applications. Considering the differences of political marketing in the environment of China and the West, this paper focuses more on how Chinese leaders and governments shape their own image, establish an interactive relationship with the public and gain the support of the public from the practical point of view. I hope to open up a new space for the government to carry out social governance, through in-depth exchanges with the public, to better grasp the social situation and public opinion, and to establish government systems, behavior and policies on a solid basis of social sentiment and public opinion. Establish a solid foundation of legitimacy for the modern government. It also hopes that political marketing will promote the transformation of government functions and the modernization of political parties.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：D630
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，本文編號：2237490
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