先進者優勢普遍存在於各產業領域中，「先進者」有機會領導市場規則，也決定了「後進者」進入市場的評估標準。先進者得以獲取巨大的利潤，並築起競爭障礙，後進者必須打破或改良既有規則，才有機會突破先進者的封鎖。對政壇新人而言（後進者），面臨現任的地方政治人物（先進者），該如何在競爭中生存、求勝？在選民結構轉變與民主法治觀念深化的影響下，傳統地方派系已有鬆動的趨勢，但若新進者採用傳統的組織戰、宗親派系支持等傳統作法，勢必難與現任者競爭，也不符合民主政治發展的潮流，是故政壇新人必須摒棄舊有的觀念，以新的思維與作法，才足以打破現有政治勢力所築起的障礙，本研究認為行銷策略理論應可作為有用的指導與參考，並以其長久以來在商業市場中累積的知識與經驗，反過來提供政治人物一種嶄新的思維。 本研究以2009年桃園縣議員中壢選區為例，觀察候選人實際的競選過程，並以此說明完整的競選行銷流程，定義研究架構後進行中壢市選民的結構分析，而後決定候選人背景與競選定位，最後結合各式行銷手法，擬定出本次的競選行銷策略。本研究以三次民意調查與最終的選舉結果，以驗證競選行銷活動成果，研究結果發現行銷理論確實可應用於競選活動，且相關的行銷手法有助於提升選民的支持度，但藉由行銷所累積之支持度，也容易受到負面訊息的影響而流失。irst-mover advantage or FMA is the advantage gained by the initial occupant of a market segment. This advantage may stem from the fact that the first entrant can gain control of resources that followers may not be able to match. The followers should break or refine the rules if they want to enhance competitiveness. If we treat the political newcomer as follower, how they compete with incumbent politicians? In Taiwan, due to well-known democracy education, the voter segments are rapid changing. In other word, the control powers of old forces are decreasing. However, if follower adopt old method, that's not easy to compete with incumbent politicians. Therefore, the follower should abandon the old method and try to adopt new idea into it. This research argues the marketing strategic theory could be a guide for an election campaign, This paper adopts 2009 Chungli city councilor election as case study. To be a participator in actual election, observe the whole process of political marketing. Carry on structural analysis of the voters after defined research framework. Based on the candidate background and characters decide product positioning. Finally, integrate some marketing methods to develop marketing strategies. This research use three poll survey and final vote result to examine the effect of these marketing activities. Research result argues that the marketing concepts are applicable in election campaign and relate marketing methods benefit the support rate. But the research result also point the support rate gained by marketing would easier effect by negative information as well.
