本研究目的在探討柯文哲在2014 年台北市長選戰中，採取的競選策略，以 文獻、訪問競選總幹事姚立明、以及民調，分析柯文哲競選策略對於選舉結果的 影響。為期全面深入分析柯文哲的競選策略，本文使用質量混合模式(mixed model studies)之研究方法，並同時採用政大選研中心TEDS 2010、2014 與數家 民間媒體之民調資料。研究結果發現，柯文哲競選策略之輪廓相當清晰，從競選 主軸策略、形象策略、議題策略、聯盟策略、及新媒體1策略等五個大類分別觀 察，均對選戰有重要影響。復從民調與過往選舉資料綜合觀察，可知柯文哲的勝 選原因，仍在於其競選策略的運作成功，最後成功克服了台北市傳統藍大於綠的 選民結構難題，以無黨籍身分獲得台北市多數選民的支持。

The main purpose of the study is to explore the campaign strategy adopted by Ko, Wen-je in the 2014 Taipei mayoral election campaign. At the meanwhile, the influence of Ko, Wen-je‟s campaign strategy on the election result is analyzed by referring to the literatures and polls. In order to make a very comprehensive and in-depth analysis of Ko, Wen-je‟s campaign strategy, the mixed model studies are used in this paper, and the TEDS of Election Study Center, National Chengchi University in 2010 and 2014 as well as the poll data of several civil media are adopted at the same time.The study results showed that Ko, Wen-je‟s campaign strategy has a very clear profile. Observed from the five categories of campaign main-axis strategy, image strategy, issue strategy, alliance strategy and new media strategy, they all have significant influence on the campaign. Also, according to the comprehensive observation from the polls and past election data, the reason of Ko, Wen-je‟s winning the election still lies in the successful operation of the campaign strategy. Thus, he successfully overcame the difficult voter structure situation in Taipei where the traditional blue was greater than the green and won the support of the majority voters as an independent candidate in the end.