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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/124301


    Title: 族群廣播電台之經營策略分析：以苗栗大漢之音廣播電台為例
    The Management Strategy Analysis of Ethic Radio: A Case Study for Voice of Hakka Radio in Miaoli
    Authors: 吳翠松
    Wu, Tsui-Sung
    吳季昕
    Wu, Chi-Shin
    劉書瑀
    Liou, Shu-Yu
    Contributors: 廣播與電視
    Keywords: 行銷策略;客家電台;族群電台;電台經營策略;節目編排
    promotion strategy;Hakka radio;ethnic media;radio management strategy;program arrangement
    Date: 2009-12
    Issue Date: 2019-07-15 11:00:53 (UTC+8)
    Abstract: 本研究以苗栗地區廣受歡迎的客家電台－大漢之音廣播電台為例，分析該電台的節目編排、經營及行銷策略。研究者試圖了解該電台在競爭激烈的苗栗廣播市場下，如何在「族群」電台法規的要求下，坐擁良好的收聽率？其節目編排策略為何？又是如何經營其市場？研究結果發現，大漢之音廣播電台以「全家人收聽的電台」為前提，在達到新聞局對客語電台要求的60%以上客語節目之餘，仍能兼顧縣內閩南、原住民、外籍等族群收聽權益。節目編排主要採「區段策略」，配合收聽眾的生活習性，提供白天客語、晚上流行節目，不隨意變動節目時段和主持人，養成「聽眾收聽習慣」，另外利用整點新聞以「控制聽眾流動」；在經營策略部分，主要採差異化防衛者策略，強調在地服務，培育專職專業記者勤跑在地報導，制定每日18檔在地新聞，深耕地方，並提供現場節目、隨時開放call-in，且要求主持人須具專業客家素養，透過標準客家話與call-in機制，拉近與鄉親距離；在行銷策略部分，主要採在地公關，透過協助地方政府舉辦各項活動，提昇電台形象，並經由節目進行電台行銷，強化客語電台定位，爭取縣內客源為客籍人口商家的注意；另在組織架構部分，特設新聞部與公關部，透過新聞部與公關部門合作，使電台行銷達事半功倍成效。
    This paper primarily explores the management strategy of voice of Hakka radio in Miaoli. In this paper we adopt ethnic media theory and the system approach to analyze the management strategy of voice of Hakka radio. The results reveal the major management strategy of voice of Hakka radio is differentiated defender which offers local news and opens call-in to improve the interaction with community.
    Relation: 廣播與電視, 31, 81-112
    Data Type: article
    Appears in Collections:[Journal of Audio-visual Media and Technologies] Journal Articles

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