[[alternative]]The Research of Utilizing Relationship Marketing in Political Party--A Case Study of one Chinese Nationalist Party (KMT) county/city branch

[[abstract]] 關係行銷對企業而言，其利益在於獲得顧客之終身價值；對顧客而言，可減少交易成本及不確定性。企業必須強調與顧客之間關係的維持和提升，已達到長期彼此互惠的目標。本研究為能將以關係行銷的發展與實務做法為研究主題，透過深入訪談對關係行銷的運用情形有更進一步的瞭解，綜合多位學者相關的理論基礎與實務經驗，探究政黨在支持者關係的建立、維持與強化上所應扮演的角色。透過深度訪談來探討在推動及實施顧客關係行銷的具體做法上有何異同，從中歸納整理出符合學理的實施成果，給予適當的建議，冀望為台灣政黨在關係行銷的實施上有所助益。 在台灣政治民主化的過程中，中國國民黨和台灣政治發展有著密切的關聯，也扮演著重要的角色和關鍵地位，所以過去學者研究台灣的政治層面幾乎都會以中國國民黨為研究對象，尤其是在地方政治和選舉議題方面。如何將關係行銷的觀點切入，透過以顧客導向為主的關係行銷，來瞭解：一、中國國民黨某縣市黨部運用關係行銷之研究之現況。二、分析不同背景變項之不同背景變項之中國國民黨黨員對某縣市黨部之關係行銷方式偏好與運用關係行銷成效之差異情形。三、探討中國國民黨某縣市黨部之關係行銷方式偏好與運用關係行銷成效之相關情形。 歸納研究發現，政黨之關係行銷方式偏好與運用關係行銷成效確實具有顯著相關，組織制度是靜態的，關係的運作才是動態的。本文有關國民黨的運作機制之微觀研究，以及基層黨工在地方經營關係網絡的過程是台灣政治、社會學的議題中值得研究的素材，提供中國國民黨在運用關係行銷時之參考。[[abstract]] For most of enterprises, the benefit of relationship marketing (RM) is to gain the whole life value from customers; on the other hand, from customers’ aspect, it will help to reduce the uncertainty and transaction costs. In order to increase the benefit for both enterprises and customers, enterprises must maintain and improve the relationship with customers. This research will base on to build, maintain and strength the relationship between political party and supporters through effective RM and the practical know-how. The use of RM has been more understood through interview with the political party and supporters. Through this research it is found how the political party should play the critical role in the relationship building, maintain and strengthen, the results which match the academic theory, and finally provide a proper suggestion for the use of RM in the political environment in Taiwan. The political civilization development, KMT played a critical role in Taiwan. Researchers usually take KMT as the example to analyze the political environment in Taiwan, especially when the issues are regarding to the local politics and elections. This research will focus on customer oriented RM to see the following three aspects. Firstly, to overview the current use of RM in a particular county/city branch for KMT. Secondly, the comparative study for investigating the effectiveness and differences of RM in different background supporters. Finally, the relative effectiveness of using RM to a particular county/city branch for KMT will be discussed. In the conclusion, it is proved that an organizing system is passive and still, which is only live when the relationship is active and operative, the use of RM is an effective method for a political party. The results of this research are important to the politics and social study in Taiwan, especially for KMT in RM. Which is including the observation of KMT operation and the development and management of basic-level staff in the local network