THE POLITICAL MARKETING STRATEGIES IN ELECTION CAMPAIGN OF PALANG PRACHARAT PARTY’ NEW FEMALE MEMBERS OF THE HOUSE OF REPRESENTATIVES OF IN BANGKOK AREA

Abstract

The objectives of this research article were to study the political marketing strategies in election campaign of Palang Pracharat Party’ new female members of the house of representatives of in Bangkok area on issues related to 4 aspects 1) candidate's policies; 2) candidate's qualifications; 3) candidate's political party; and 4) strategy development guidelines. This research is qualitative research. Data were collected by in-depth interviews with 11 key informants selected in a specific way and data credible using a triangular method. The results of the research revealed that 1) Policies used by candidates in campaigning consisted of Bangkok wireless city policy adding a city market; solving traffic problems in Bangkok with AI; improvements to park areas; placing waste recycling bins and creating a society that is safe, disease-free, and drug-free. 2) Candidate's qualifications aspect consists of 2.1) Physical; including good personality and understanding of election area and using ppublic media. 2.2) Mind; including commitment to work for the public and understanding community issues. 2.3)Experience including political experience, political networks and media mobilization networks by using push and pull marketing strategies. 3) Political party aspect were ideology and 7-7-7 policy and 4) Development guidelines for candidate’s policy strategy were two-way communication including storytelling and political marketing communication. For candidate's qualifications, should improve their communication skills by using online campaign strategy and encourage people sensation. In addition, political parties should focus on selling products; Take advantage of powerful online media and social community marketing; developing leadership communication skills; use market position strategy and promote political participation.