정치마케팅에서 대중매체의 효과에 관한 실증적 연구

• 영문명: An Empirical Study on the Effects of Mass Media on the Political Marketing
• 발행기관: 한국무역연구원
• 저자명: 한영상(Young Sang Han) 한욱상(Uk Sang Han)
• 간행물 정보: 『무역연구』제10권 제5호, 743~762쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.10.31

영문 초록

This paper is to analyze factors which make voters decide on candidates from the viewpoint of political marketing. In addition, this paper identifies how decision factors appear differently in accordance with the mass media contacted by voters. This will help in establishing voter market segmentation strategies and political marketing strategies in the forthcoming election by identifying the voting behavior of voters shown in the most recent election. Influential variables, are likewise defined to assist in analyzing how these affect voting behavior as well as discovering the effect of political marketing. As a result of reviewing the effect of the mass media on perception about candidates, political parties, and the election campaign from a supplier aspect, overall, the effect of an internet portal was the greatest. In the case of Jongpyeong TV, it had a positive effect on the election campaign but it had a rather a negative effect on candidate factors. As mass media that had a positive effect on involvement factors, public radio and internet portals were included. Meanwhile, public TV had a negative effect. As for relationship factors, public radio and Jongpyeon TV had a positive effect whereas podcasting had a negative effect. With respect to overall situational factors, internet portals had the greatest effect. Meanwhile, the effect of a newspaper was the greatest on public opinion or on issue factors whereas the effect of Jeongpyeon TV was more evident on public opinion factors and political factors. The political marketing techniques that may be proposed through this are as follows. First, it is use of a voter segmentation strategy. This means that above all it is necessary to select a voter class to attract and then to set up a segmentation strategy aimed at them. Second, it is a voter targeting strategy. This implies that it is effective to establish an election campaign or image strategies aimed at target voters for each candidate after segmenting voters. Third, a political marketing mix strategy should be adopted rather than using all mass media in the election. An election in Korean politics has limitations owing to ideological confrontation and regional composition; however, recently the need has grown for commending various strategies aimed at voters. Although this has a different aspect from marketing a certain product, it may be necessary to review marketing strategies from a non-profit aspect.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석 및 결과

Ⅴ. 결론

참고문헌