【摘要】： 自二十世紀(jì)六、七十年代以來(lái),美國(guó)政治生態(tài)的變遷,特別是利益集團(tuán)的發(fā)展、政治籌碼的不斷增加,以及府會(huì)之間關(guān)系的緊張程度加劇,對(duì)總統(tǒng)在華盛頓政治中傳統(tǒng)上所采用的游說(shuō)策略與協(xié)商策略提出了挑戰(zhàn)。隨著媒體技術(shù)及政治咨詢業(yè)的進(jìn)步,肯尼迪之后的總統(tǒng)愈加重視通過(guò)民意測(cè)驗(yàn)、草根動(dòng)員及宣傳廣告等類(lèi)似于商業(yè)營(yíng)銷(xiāo)的方法積極尋求民意對(duì)自己總體工作及當(dāng)前議題的支持。人們把這種新型的總統(tǒng)執(zhí)政手段稱為“白宮政治營(yíng)銷(xiāo)”。 簡(jiǎn)單地說(shuō),作為總統(tǒng)執(zhí)政策略的政治營(yíng)銷(xiāo)就是白宮采用類(lèi)似商業(yè)營(yíng)銷(xiāo)理念與工具進(jìn)行執(zhí)政的方法。商業(yè)以利潤(rùn)為最終目的,而政治市場(chǎng)上的貨幣則是民意。隨著美國(guó)的傳統(tǒng)政治生態(tài)在后工業(yè)時(shí)代的不斷演變,白宮政治營(yíng)銷(xiāo)活動(dòng)日益頻繁,手段逐漸多樣,不僅在很大程度上取代了過(guò)去的總統(tǒng)與其他政治行為者之間的溝通和協(xié)商原則,還加劇了華盛頓政治過(guò)程中的競(jìng)爭(zhēng)心態(tài)。 鑒于政治營(yíng)銷(xiāo)學(xué)對(duì)中國(guó)來(lái)說(shuō)是一個(gè)較新的學(xué)科,本文將重點(diǎn)回答以下問(wèn)題:什么是政治營(yíng)銷(xiāo)的本質(zhì)?白宮政治營(yíng)銷(xiāo)活動(dòng)如何進(jìn)行?這種新型執(zhí)政策略得以出現(xiàn)和發(fā)展的原因是什么?對(duì)美國(guó)的總統(tǒng)政治及美國(guó)民主又會(huì)產(chǎn)生哪些影響? 通過(guò)對(duì)白宮政治營(yíng)銷(xiāo)這種新型執(zhí)政策略進(jìn)行系統(tǒng)的梳理和考察,本文的結(jié)論為:由于促使總統(tǒng)開(kāi)始大規(guī)模利用民意的那些因素仍然存在,白宮政治營(yíng)銷(xiāo)策略將會(huì)不斷發(fā)展;其結(jié)果不僅會(huì)進(jìn)一步擴(kuò)大總統(tǒng)的權(quán)力,還會(huì)大大增加總統(tǒng)連任的可能性;假如不對(duì)此種發(fā)展趨勢(shì)加以限制,華盛頓政治中的對(duì)抗性將持續(xù)增大,使美國(guó)的多元主義民主表現(xiàn)出更多的零和博弈特征。 全文共約十三萬(wàn)字,分為五章。第一章主要回答兩個(gè)問(wèn)題:當(dāng)代美國(guó)總統(tǒng)為何愈來(lái)愈多地采用政治營(yíng)銷(xiāo)策略?并且,這種策略與注重討價(jià)還價(jià)的溝通和協(xié)商策略之間的本質(zhì)區(qū)別是什么? 第二章對(duì)白宮政治營(yíng)銷(xiāo)的發(fā)展歷史及現(xiàn)狀進(jìn)行考察,包括白宮公關(guān)活動(dòng)的擴(kuò)大、總統(tǒng)運(yùn)用訴諸民眾策略的發(fā)展,以及民意測(cè)驗(yàn)的作用。本章試圖說(shuō)明,盡管當(dāng)代白宮政治營(yíng)銷(xiāo)的原始形態(tài)可以追溯到美國(guó)建國(guó)之初,但直到上世紀(jì)六、七十年代,它才真正成為一種用來(lái)增加總統(tǒng)權(quán)力的機(jī)制化手段;并且,自那時(shí)起,美國(guó)總統(tǒng)開(kāi)始越來(lái)越多地在執(zhí)政過(guò)程中用到這種領(lǐng)導(dǎo)策略。 第三章回答總統(tǒng)究竟如何利用政治營(yíng)銷(xiāo)戰(zhàn)略的問(wèn)題。首先介紹白宮營(yíng)銷(xiāo)團(tuán)隊(duì)的發(fā)展,以及政黨和利益集團(tuán)在營(yíng)銷(xiāo)活動(dòng)中的作用;之后對(duì)白宮政治營(yíng)銷(xiāo)戰(zhàn)略的運(yùn)行模式進(jìn)行詳細(xì)闡述,尤其強(qiáng)調(diào)此種戰(zhàn)略的系統(tǒng)性;最后,借助克林頓政府在2000年成功營(yíng)銷(xiāo)對(duì)華永久正常貿(mào)易關(guān)系法案的案例,對(duì)以上模式予以更加具體的解釋。 第四章通過(guò)對(duì)1993-94年醫(yī)療保健改革法案及1996年聯(lián)邦預(yù)算案中白宮政治營(yíng)銷(xiāo)戰(zhàn)略的比較,分析了影響此種戰(zhàn)略實(shí)施效果的關(guān)鍵變量,具體包括:營(yíng)銷(xiāo)的時(shí)機(jī)、強(qiáng)度、內(nèi)部統(tǒng)一性及多種策略之間的配合程度。 第五章研究當(dāng)代白宮的政治營(yíng)銷(xiāo)活動(dòng)對(duì)于總統(tǒng)政治與美國(guó)民主的影響。基于多元主義民主理論,本文根據(jù)政治營(yíng)銷(xiāo)與傳統(tǒng)的游說(shuō)及協(xié)商策略所產(chǎn)生權(quán)力的異質(zhì)性,區(qū)分了這兩種執(zhí)政策略所體現(xiàn)的不同的民主特征。最后,文章指出,雖然總統(tǒng)應(yīng)該對(duì)主流民意的方向保持高度敏感,但是,對(duì)政治營(yíng)銷(xiāo)戰(zhàn)略的過(guò)度依賴必然會(huì)對(duì)美國(guó)民主的長(zhǎng)期發(fā)展產(chǎn)生眾多不利的影響。 文章的結(jié)語(yǔ)除了對(duì)本文所做研究進(jìn)行總結(jié)外,還對(duì)當(dāng)代各國(guó)政府普遍利用民意調(diào)查來(lái)加強(qiáng)政策合法性的趨勢(shì)進(jìn)行了探討。
[Abstract]:Since the 1960s and 1970s, the changes in the political ecology of the United States, especially the development of interest groups, the increasing political chips and the increasing tension between government and congress, have challenged the traditional lobbying and negotiation strategies adopted by the President in Washington politics. With the development of media technology and political consultation As the industry progressed, President Kennedy became increasingly concerned with seeking public support for his overall work and current issues through public opinion polls, grassroots mobilization, and commercial advertising.
Simply put, political marketing as a presidential strategy is the White House's approach to governing with similar business marketing concepts and tools. Business aims at profit, while money in the political market is public opinion. The gradual diversification of means not only largely replaced the principles of communication and consultation between past presidents and other political actors, but also intensified the competitive mentality in Washington's political process.
Given that political marketing is a relatively new discipline for China, this paper will focus on answering the following questions: What is the nature of political marketing? How does the White House conduct political marketing activities? What are the reasons for the emergence and development of this new strategy of governance? What impact will it have on American presidential politics and American democracy?
Through a systematic review of the new White House political marketing strategy, this paper concludes that the White House political marketing strategy will continue to evolve because of the factors that prompt the president to start making large-scale use of public opinion; the result will not only further expand the power of the president, but also greatly increase the re-election of the president. Possibilities; if this trend is not limited, the antagonism in Washington politics will continue to grow, making American pluralist democracy more of a zero-sum game.
The first chapter mainly answers two questions: why are more and more contemporary American presidents using political marketing strategies? And what is the essential difference between this strategy and bargaining-oriented communication and negotiation strategies?
Chapter Two examines the history and current situation of White House political marketing, including the expansion of White House public relations activities, the development of President's appeal to the public strategy, and the role of public opinion polls. It was only then that it became a truly institutionalized means of increasing presidential power; and since then, more and more presidents have been using this leadership strategy in the course of their administration.
Chapter three answers the question of how the president actually uses the political marketing strategy. First, it introduces the development of the White House marketing team and the role of political parties and interest groups in marketing activities. Then it elaborates on the operation mode of the White House political marketing strategy, especially emphasizes the systematicness of the strategy. Finally, with the help of the Clinton Administration, it makes use of 20. The successful marketing of the Permanent Normal Trade Relations Act against China in 2000 provides a more specific explanation of the above model.
Chapter 4 compares the White House's political marketing strategy in the 1993-94 health care reform bill and the 1996 federal budget, and analyzes the key variables that affect the effectiveness of the strategy, including the timing, intensity, internal unity and the degree of coordination between various strategies.
The fifth chapter studies the influence of the political marketing activities of the White House on the presidential politics and American democracy. Based on the theory of pluralistic democracy, this paper distinguishes the different democratic characteristics of the two strategies according to the heterogeneity of power generated by political marketing and traditional lobbying and negotiation strategies. The president should be highly sensitive to the direction of mainstream public opinion, but over-reliance on political marketing strategies is bound to have many adverse effects on the long-term development of democracy in the United States.
The conclusion of the article not only summarizes the research done in this paper, but also explores the trend that contemporary governments generally use public opinion surveys to strengthen the legitimacy of policies.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：D771.2

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