2004年總統大選報紙廣告市場區隔與文宣策略之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28055

Title:	2004年總統大選報紙廣告市場區隔與文宣策略之研究 A Research of the Market Segmentation and the Campaign Literature Strategies in the Election Newspaper Advertisements by KMT and DPP in Taiwan Presidential Election 2004
Authors:	黃蘇炳
Contributors:	新聞研究所碩士在職專班
Keywords:	競選廣告市場區隔文宣策略內容分析政黨總統大選
Date:	2006
Issue Date:	2014-09-05 14:15:30 (UTC+8)
Abstract:	傳播科技的日新月異社會文化的急遽變遷，民眾生活型態與價值體系多元、多樣、多變，影響選民的投票行為。行銷理論中的「市場區隔」，漸成為選舉競選角逐時，不可忽視的選戰策略。文宣策略也出陳推新、各顯神通、目不暇給。 As a result of the substantial innovation of communication technology and the rapid changes of social culture, people　’　s lifestyle and value system has tended to be more and more versatile and sophisticated to lead to influence the voting behavior of the electorate. It is indisputable for running an election to adopt the concept of market segmentation, targeting, and positioning for competitive advantage. And the campaign literature has become varied from minute to minute during an election campaign.
Appears in Collections:	[Department of Journalism & Graduate Institute of Journalism] thesis

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