{"title":"Beyond the Bipartisan System in the Taipei Mayoral Elections—Rise of Market-Oriented Strategies in Electoral Campaigns?","authors":"Tayden Fung Chan, Lunan Zhao","doi":"10.1177/00094455231155329","DOIUrl":null,"url":null,"abstract":"Current literature on political marketing seldom investigates elections in non-Western regions or countries. The analysis of the Taipei mayoral elections (TMEs) can fill this academic vacuum. This article studies the election campaigns for the TMEs between 1994 and 2018 to understand and analyse the political marketing strategies used by candidates and political parties in Taiwan, an East Asian democracy. While the New Party (NP) stuck to a product-oriented strategy, the Kuomintang (KMT) and the Democratic Progressive Party (DPP) employed sales-oriented strategies in most TMEs. This article argues that political parties with strong ideologies find it hard to use the market-oriented electoral strategy. The victory of Ko Wen-je in 2014 and 2018 TMEs can be analysed in terms of the successful employment of a market-oriented strategy. However, given the changing environment of local politics, Ko and his party, the Taiwan People’s Party (TPP), may not follow market-oriented strategies in future TMEs.","PeriodicalId":44314,"journal":{"name":"中国报道","volume":"59 1","pages":"7 - 24"},"PeriodicalIF":0.5000,"publicationDate":"2023-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"中国报道","FirstCategoryId":"1092","ListUrlMain":"https://doi.org/10.1177/00094455231155329","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"AREA STUDIES","Score":null,"Total":0}
引用次数: 1
Abstract
Current literature on political marketing seldom investigates elections in non-Western regions or countries. The analysis of the Taipei mayoral elections (TMEs) can fill this academic vacuum. This article studies the election campaigns for the TMEs between 1994 and 2018 to understand and analyse the political marketing strategies used by candidates and political parties in Taiwan, an East Asian democracy. While the New Party (NP) stuck to a product-oriented strategy, the Kuomintang (KMT) and the Democratic Progressive Party (DPP) employed sales-oriented strategies in most TMEs. This article argues that political parties with strong ideologies find it hard to use the market-oriented electoral strategy. The victory of Ko Wen-je in 2014 and 2018 TMEs can be analysed in terms of the successful employment of a market-oriented strategy. However, given the changing environment of local politics, Ko and his party, the Taiwan People’s Party (TPP), may not follow market-oriented strategies in future TMEs.
期刊介绍：
China Report promotes the free expression and discussion of different ideas, approaches and viewpoints which assist a better understanding of China and its East Asian neighbours. A quarterly journal of the Institute of Chinese Studies, it attempts to provide a fresh approach which goes beyond the strictly utilitarian area studies without becoming antiquarian. Launched in 1964, China Report has, over the years, widened its interests and aims and transformed itself into a scholarly journal that seeks a better understanding of China and its East Asian neighbours - particularly their cultures, their development and their relations with China. It is an indispensable source of information on China, its society and culture.
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