STRATEGY FOR ELECTION CAMPAIGN OF THE PRESIDENT OF SURAT THANEE PROVINCIAL ADMINISTRATIVE ORGANIZATION: CASE STUDY OF THE ELECTION IN B.E. 2563

Abstract

Objectives of this research were twofold: 1. To study the political context that affected the election campaigns of candidates for the position of president of the Surat Thani Provincial Administrative Organization (PAO) and 2. To study the campaign strategies of the first and second place winners in 2020. This study utilized qualitative research consisting of in-depth interviews, observation, and document research.

The study was found that: 1. The context in the election of the president of the Surat Thani Provincial Administrative Organization (PAO) supporters led to a split in the voting base, allowing an independent candidate to seize the presidency. 2. Mr. Phongsak Jakaew, the election winner, obtained these votes through a successful application of political marketing. His team used a full scale of political marketing such as positioning segmentation marketing mix 4 Ps efficiency. These strategies mage him win the election. On the contrary, Mr. Chumpol Kanchana never performed any kind of political marketing, so he failed to win the election.