政治营销研究
发布时间：2018-09-11 18:20
【摘要】：市场经济的快速发展,再加上现代化和民主化的冲击,政治营销应运而生。政治营销首先是应用在西方国家的政治选举中,不管是尼克松总统竞选,还是克林顿总统的竞选,政治营销都得到了一系列的应用,受到了大量学者的关注,并且出现了专业化的政治顾问。随着新媒体的广泛传播,政治营销得到进一步发展,布鲁斯·纽曼、菲利普·科特勒等学者都提出了政治营销的界定和分析模型,还成立了国际政治营销学会,政治营销逐步走向成熟。 而政治营销在中国则起步较晚,直到21世纪初才被介绍到我国,相对来说还是一门年轻的学科,中国学术界对政治营销的相关的研究成果并不多,而且也都集中于概念和理论的梳理阶段,缺乏相应的实证性分析研究和系统研究。本文也正是基于此,希望能够梳理出自己的关于政治营销的研究脉络,并通过穿插实例进行相关的分析,为中国政治营销的发展做出一点贡献。 本文主要采用文献法和案例分析法相结合的方式。在对学者的概念和理论的梳理中确立了自己的分析模型,并以此为基础,进行政治营销的分析,在政治营销概念的研究中,运用了对比分析和归纳分析法,通过将政治营销和市场营销以及政治宣传的比较,归纳出政治营销的范围勘定。 在政治营销分析中,本文主要是从环境分析着手,然后分析了在此基础上所进行的包括市场区隔、对象确定、政治定位和战略组合在内的政治营销的战略规划,随后具体描述了在实践中政治营销的产品策略、推拉策略、民调和数据营销策略以及公关促进策略的实施,整个政治营销的过程就是作者试图构建的政治营销的理论分析模型。在文章最后,笔者从政治的法治化、政党的现代化、文化的多样性这三方面总结了在政治营销中我们所能看到的政治营销存在的一些问题以及怎样更好地发展政治营销。 目前政治营销在中国的应用主要是奥运会、世博会等国家大型活动的形象的塑造上,在基层的民主选举和政府公关、领导人的形象塑造上还没有得到大量应用。考虑到政治营销在中西方的环境的差异,所以本文从实用性角度出发,更加偏重于中国领导人和政府如何塑造自己的形象,与社会公众建立互动的关系,获得民众的支持。希望能够为政府开展社会治理开辟一个新的空间,通过与社会公众的深入交流,更好地把握社情民意,把政府制度、行为和政策建立在坚实的社情民意的基础上,为现代政府确立牢固的合法性基础。也希望政治营销对政府职能的转变和政党现代化起到一定的推动作用。
[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.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D630
本文编号：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.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D630
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