从山崩到泥石流:2020-2023年新西兰工党政府的战略营销失误

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2024-08-02 DOI:10.1177/14707853241268642
Jennifer Lees-Marshment, Neil Bendle, Clifton van der Linden
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引用次数: 0

摘要

本文通过研究工党 2023 年在新西兰失利背后的战略失误,探讨了一个政党的命运是如何瞬息万变的。2020 年 10 月,杰辛达-阿德恩(Jacinda Ardern)总理和新西兰工党赢得了压倒性多数。这为工党带来了千载难逢的转型机会。然而,仅仅两年多后,阿德恩就因声望急剧下降而下台。虽然一位德高望重的部长克里斯-希普金斯(Chris Hipkins)接任了该职位,但该党随后遭遇了大败。我们运用了为 2020 年大选开发的游戏手册,以找出这种命运下滑背后的原因,同时注意到选民优先事项的变化速度,以及工党未能制定清晰的愿景或支点来应对变化的优先事项。我们借鉴了多种数据来源,包括政党政策、沟通、民调数据和公众参与调查《Vote Compass》。这证明,政府要想保持支持率,就必须利用适当的市场调研,并从了解选民对上次选举的期望开始,进行谨慎的政治营销策划。
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From landslide to mudslide: The strategic marketing mistakes of the 2020–2023 New Zealand Labour Government
This article explores how a political party’s fortunes can change extremely quickly, by examining the strategic errors behind the Labour Party’s 2023 loss in New Zealand. In October 2020, Prime Minister Jacinda Ardern and the Labour Party of New Zealand won a landslide majority. This secured a once in a generation chance to deliver transformational change. However, just over 2 years later, Ardern exited following a profound drop in popularity. Although a respected minister, Chris Hipkins, took over, the party then suffered a massive defeat. We apply a playbook developed for the 2020 election to identify the reasons behind such a downturn in fortunes, noting the speed of change of voter priorities and Labour’s failure to develop a clear vision or pivot to address changed priorities. We draw on multiple sources of data, including party policies, communications, polling data and the public engagement survey Vote Compass. This confirms that governments, to maintain support, must utilise appropriate market research and engage in careful political marketing planning, starting with understanding voter expectations from the last election.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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