本研究以個案分析法蒐集資料後，分析 2014 年台北市長選舉中，柯文哲與連勝文兩位候選人陣營的競選策略與模式。個案分析結果顯示，雙方陣營雖然都運用競選廣告、記者會、公共演說、人際傳播與網路科技傳播進行競選，然而柯文哲陣營選舉模式已跳脫傳統路徑依賴，進行典範轉移走向路徑創新。傳統台北市長選舉模式是「路徑依賴」，是定位藍綠對決、採用樁腳、及透過「財務、社會、結構性聯結」與選民建立「關係品質」；而地方創新選舉模式所產生的「路徑創新」，主要定位推倒藍綠、善用網軍、和透過「科技性聯結」與選民建立良好的「關係品質」。
In the research, by case study method, I analyze the two candidates’ camp and election campaigning and strategy, of whom are Ko Wen Je and Lien Sheng Wen, in 2014 Taipei mayoral election. The result shows that both of the two camps use campaign ads, press conference, public speaking, interpersonal communication and Internet technology dissemination in the election. However, Ko Wen Je’s camp gets rid of the traditional path dependence, carrying on paradigm shift toward the path of innovation. The traditional Taipei mayoral election is set in the mode of path dependence, which arouses blue-green duel, assigns vote brokers, and build the Relationship Quality with voters by financial, social, and structural bond; but the new local electoral mode generates the path innovation, which undermines blue-green duel, well-exploits the cyber warfare, and establishes great relationship quality with voters by Internet bond.
