A Preliminary Study on the Brand Management Indicators of the CommercialRadio Stations in Taiwan

• Main Authors: Sheng-Ying Yang, 楊昇穎
• Other Authors: An-Chi Hsu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/99282502044416093338

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 93 === 《Abstract》 After becoming the private enterprises, the commercial radio stations enter the age of competition. How to establish the brand image in audience’s mind and keep them listening to the radio station is the point of operating a business. The goal of this study is to discuss the process of constructing the brand of the commercial radio stations in Taiwan by Integrated Marketing Communication. This study discusses the origin and the development of Integrated Marketing Communication theory (IMC), and the relations between IMC and the construction of the brand of the radio station. The framework of this study, the survey, and the questions of intensive interview are all built by modifying Duncan & Moriarty’s (1996) original IMC audit. The result of this study showed by interviewing the marketing managers of 10 commercial radio stations in Taiwan: 1) They pay much attention to the stakeholders like advertisers and audiences. 2) To promote the mission of the radio station, they have the cross-department meetings and temporary team. 3) All of the radio stations are short of building the database except the station which has their own direct marketing business. 4) Comparatively speaking, the marketing supervisors cannot control the pro and con of MC tool. 5) Distinct position and clear format of radio station could help audiences with constructing the brand image. 6) They don’t put enough attention to the promotion of organizational mission, the management of brand contacts, and the SWOT analysis on business planning. The analysis of this study can make an advice that the commercial radio stations in Taiwan should build a stable brand relationship with stakeholders, and make the position and performance tactical consistently. Furthermore, the academic and practical circles should put more attention to the management of radio station, the training of building brand, and the innovation of the radio format, so as to let the radio stations enhance their competitive vantage in the keen competition of media environment.