政治营销理论及其在中国的适用性分析

发布时间：2018-06-05 23:38

本文选题：政治营销 + 当代中国　；参考：《曲阜师范大学》2015年硕士论文

【摘要】：在全球经济一体化的发展过程中,营销理论得到了大范围的普及,营销理念作用的范畴也在不断扩大。政治营销理论缘起于美国的总统竞选活动,经过多年的发展,已初步形成了完备的理论体系,并成功传播到了众多国家。政治营销的出现为政治领域带来了一整套的新政治价值、新组织角色和新制度规范,推动着现代政治文明向更加成熟的形态演化。该论文通过利用文献整理及归纳分析的方法,对政治营销起源、内涵、发展、实践等方面的研究,梳理了政治营销现有的研究成果,着重探讨了该理论在中国的应用前景。对政治营销理论的研究及其在中国的适用性分析由五个部分组成。第一部分简要分析了题目的研究背景及意义,详细介绍了国内外有关政治营销理论的研究现状并做出了评述。第二部分论述了该理论兴起的背景及其理论渊源,论证了政治营销兴起的必然性。第三部分详实介绍了政治营销的内涵,不仅重新界定了其概念,而且逐一剖析了该理论的五个经典分析模型,通过探讨每个理论框架所包含的环节,分解每一环节具体的内容,展现了其运作机制。第四部分研究了政治营销的新发展、新运用,随着营销理念的进一步普及、营销意识的逐渐增强、营销范围的日益扩大,大众化、社会化、法治化、多样化及完善化成为其发展趋势。最后一部分重点分析了政治营销理论在中国的适用性问题,结合发生在各地的具体案例,提出了政治营销可以在国家及政府形象塑造、公共政策营销、提高公众满意度等领域发挥重要作用。在当代中国政治发展新变化的背景下,中华民族复兴过程中既有对政治营销逻辑的内在诉求,同时也具备了适宜该理论应用的条件。当然,政治营销理论并不是万能的,国体、政体、社情、民情的不同决定了该理论在中国应用价值和范围的有限性。政治营销是服务于中国现代政治发展的手段,不是最终目的,在该理论的实践过程中应避免本末倒置,当代中国政府的主要任务在于生产而非营销。
[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.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630

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