| Summary: | 碩士 === 國立彰化師範大學 === 會計學系 === 92 === Abstract
Format Station was created after broadcasting channels were opened in 1993. The motive of this study was to find out what kind of management strategies can acquire the highest predominance for the special group-orientated Classical Music Station during keen competition of broadcasting industry market. Furthermore, the present broadcasting station was different from the old station. The emerging of Integrated Marketing Communication strategy was especially concerned. Therefore, the viewpoint of broadcasting industry was firstly investigated in this study. The current development of Format Station was overlooked in Taiwan. Secondly, the management policy for Format Station of classical music was studied from individual industry profile. Adopting deeply interviewed and observation analysis of case study from the great entirety design to tiny individual case analysis was to respond to the purpose of the subject.
According to this study, the successful factors of management strategies on classical music station included: establishing the orientation and prospect of broadcasting station, separation of different market, building perfect information network database, creative integrated promotion propagation and promotion of cultural consumption customs, etc. These factors described above were the key points to either success or failure. Confronting with the industry environment of gradually intensive competition, the medium policy of government and integrated strategy of inter-industry will cause impact on classical music station. This issue should be continually concerned and deeply studied by enterprise managers and follow-up researchers.
Key words：Format Station、Classical Music Station、
Integrated Marketing Communication
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