選舉硏究是政治學的中心，但政治學者較常從事於政府政策制定的硏 究，以及對政治現象的解析工作。相對地，行銷則是一門包含實際的運行規則， 傾向於發展出一套解決問題的策略，以協助政策的科學。在本硏究中，論述行 銷在商業與政治行爲之異同分析，並闡述相關行銷理論運用於政治競選活動的 可行性。硏究架構著重於行銷理論如何運用在政治競選活動過程，而非在競選 活動方法上的細節硏究。並提出一套可用的模式建構程序，以協助候選人或政 黨在競選中，能結合行銷理論作有效評估。在本文的總結部分，將綜合這些硏 究 ，闡明候選人運用行銷槪念的趨勢是必然的。希望經由此硏究提供給候選人新 的觀點，了解行銷學爲政治競舉活動提供了一個分析與管理的專業理論方法， 期能促使相關領域之硏究者，對現代政治行銷領域有更多的注意與硏究。

Research on political campaign is one of the most important fields in political science. But scholars of political science are frequently inclined to conduct a research on the making of governmental policies or on the analyzing of political phenomena. Relatively speaking, marketing is a kind of science looking for a whole set of systemic operational procedures to solve problems, or to implement policies. This research will discuss the similarity and difference between marketing employed in business circle and marketing employed in political behavior, as well as the feasibility of applying related marketing theories to political campaign. The frame of this research will focus on the process of how to employ the marketing theories in political campaign rather than how to organize a political campaign. Hence, the purpose of this research is trying to bring forth a “Political Marketing Model” able to help candidates or political parties to make an effective evaluation by using marketing theories. Obviously it is an inevitable tendency for candidates to combine theories of political science and marketing. It is hoped that the viewpoints synthesizing from this research will shed light on political campaign through a professional theory and practice in management and analysis. And it is also hoped that this research will make researchers of related fields have a better understanding about political marketing as well as have more references for further or other related research.