The research of internal brand marketing for TV station

• Main Authors: Teoh, Hooi Tian, 張煒珍
• Other Authors: Chen, Ching Ho
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/44447033130448010733

碩士 === 國立政治大學 === 廣播電視學研究所 === 99 === As a TV station, one of the elements to raising the ratings is to shaping the brand personality and style and allows the audience to distinguish the differences. This is because only the unique brand style and image can form the influence. In short, brand can simplify the decision-making process while audience selecting a TV channel. Once the TV station becomes the first choice in their mind, this can let them spend less time and energy searching the channel for deciding which channel they want to watch. Basically, branding depends on the employees no matter what are their positions, front stage or back stage. The brand message and brand value through every segment and time transmitted to the audience. Therefore, the success of TV station internal branding influenced by the implementation of brand internal marketing. This is a prerequisite for employees to hold the brand message properly and completely. This research aimed to explore the requirements of brand internal marketing. After developed eights dimensions for evaluation indexes from the literature review, this research applied with the Modified Delphi Method, collected the opinion from the experts and scholars from the field of radio and television, media management, business management, branding, public relationship and advertising, extract the indicators based on the result analysis and finally provided the findings to the industry and academia as a reference. The results showed that the most important dimensions of brand internal marketing for TV station is measure the brand performance as a reward basis. For the main indicators, “Set a clear and understandable brand vision”, “Colleagues from various departments work together to complete the task”, “Encourage employees to be creative and initiative in branding”, “Let employees know the measurement indicator of brand performance”, “Provide personal incentives (such as financial incentives, public recognition in formal occasions, job promotion)” and “Ensure employees recognize the brand spirit and brand commitment”, six indicators above are the most important indicators in brand internal marketing for TV station.