在國內，非營利公營電台成立之初，多因特殊任務需求及對象而創設，再加上兼具公營與廣播媒體雙重特性，因此在經營與管理各方面，都與一般商業廣播電台及非營利組織有所不同。然而，對於目前國內的非營利公營電台而言，如何善用非營利組織有使命有理想的正面形象，以及廣播媒體的傳播優勢，使聽眾能認同非營利公營電台的走向，這必須藉著有效的行銷策略才能達成，而經由活動行銷的模式，也是一個比較能立即檢視成效的作法。 但公營電台也有其限制，例如沒有廣告收益只能靠政府預算、礙於相關規定無法接受企業贊助等…。因此，一個以政府提供預算為主的非營利公營電台，其行銷策略該如何擬定，才能發揮最大效益，不致浪費納稅人的付出與國家資源，實在值得我們進一步的討論與驗證。 而警廣(Police Radio Station簡稱PRS)在目前公營電台中，不論其頻道數、收聽範圍與收聽率各方面，都有較積極的表現與作為。因此本研究即藉由警廣的「關懷交通系列活動」，來檢測其行銷成效，以作為其它非營利公營電台的參考。 本研究透過問卷調查與深度訪談發現，對聽眾來說警廣是一個報導路況的「交通專業電台」這個概念一直維持得蠻正面；但在具體方面，警廣缺乏一個更容易辨識且印象深刻鮮明的logo，他可以是一個圖騰或是一個吉祥物的具體形象，代表警廣的過去、現在、未來，也可為警廣打造更深入人心的印象。 / In Taiwan, non-profit, government-owned radio stations are created for special purposes and with a specific target audience. Due to a dual-property nature of this establishment, government-owned and broadcast media, the operation and management of these stations are different from commercial ones or other non-profit organizations. But how do these government-owned stations combine the advantages of broadcasting and non-profit characteristics with its mission and ideals to create a more positive feedback from its listeners? This must be reached by marketing strategies, and the model of event marketing in a more effective approach to reach the results more immediately. However, government-owned radio stations have limitations as well. No advertising revenue can be gained, nor any type of sponsorship can be accepted. It is worthy to further discuss and determine how marketing strategies can be created for non-profit government-owned radio stations that rely on government funding in order to help them gain maximum benefits without wasting taxpayer contributions or government resources. Among all the government-owned radio stations in Taiwan, the Police Radio Station (PRS) has the largest numbers of channels, the widest listening range, and a good listener rating. So this is a case study on PRS - Caring Traffic Safety Series of Activities, to find out the marketing effectiveness of its broadcast. The results may then be used as a reference for other non-profit government-owned radio stations. Through questionnaire survey and in-depth interview, this study has reached the following findings: the PRS has maintained a positive image among the audience as a “professional traffic radio” that provides traffic reports. However, in a more specific context, the PRS lacks a readily identifiable and impressive logo. Such logo could be a symbol or image of a mascot that would represent the past, present and future of the PRS and further promote its image.

本研究以警察廣播電臺台北臺為例，探討身為交通專業電台的警察廣播電台，在面對電視與其他廣播媒體，紛紛加入路況資訊提供的競爭下，是否仍具有其優勢？以因工作需要而必需長時間使用道路的計程車駕駛人為研究對象，探討大台北地區計程車駕駛人收聽警廣節目的主要目的為何？在什麼情況下容易轉台？節目內容與傳播設備等因素，是否也會影響計程車駕駛人的轉台意願？ 研究發現，收聽警廣台北臺節目的計程車駕駛人，只有兩種類型，一種為「計劃型」收聽，另一種則採取「再評估模式」。計程車駕駛人因警廣路況報導正確而收聽，但卻也會因為資訊不夠即時而轉台；收聽時間大多集中在上、下班的尖峰時間。最欣賞的節目主持人，則以「路況報得好、報得專業」最獲青睞，甚至有六成以上的計程車駕駛人會因為喜歡某個節目主持人，而固定收聽其節目；另外，聲音悅耳、節目多元豐富與音樂好聽與否，也是吸引計程車駕駛人是否繼續收聽的重要因素。除了路況資訊的獲得外，計程車駕駛人對於生活資訊的需求，遠高於新聞氣象、綜藝音樂及公共事務。至於車上有無其他音響設備，亦將影響計程車駕駛人的轉台行為。 / The purpose of this study is to determine whether the Police Radio Station (PRS), specifically the one in Taipei, is still necessary since television and many other forms of media provide the same service of traffic broadcasting. The research subjects for this study are Taipei taxi drivers who spend long hours on the road each day. Four questions form the basis of this study: 1. What is the main reason that taxi drivers listen to PRS? 2. Under what circumstances do they switch channels? 3. Does the content of the program affect their listening choices? 4. Does the type of broadcasting equipment affect their listening choices? The results indicate that there are two kinds of taxi drivers who listen to the programs of the PRS in Taipei. The first kind follows the "planning strategy" and the other kind follows the "re-evaluation strategy." Drivers listen to the PRS for its accuracy of traffic information; however, they will switch to another channel when there is a lack of substantial information being broadcast. Their listening time usually occurs during the rush hours, when they are getting on or getting off work. Drivers primarily prefer anchors whose information is "not only great but also professional." More than 60 percent of the drivers in this study report that they will continuously listen to one program if it is hosted by the anchor whom they favor. In addition, three other factors affect the drivers' listening habits: (1) the voice of the anchor, (2) the richness of the program content, and (3) the quality of the music being played. Besides traffic information, taxi drivers also need or desire to listen to information about other aspects of daily life, than (1) news and weather, (2) entertainment, and (3) public affairs. Finally, one other factor affects the listening behavior of taxi drivers: whether or not there is more than one form of listening device inside the car.