Abstract
Since parts of audio broadcasting channels were open, the audio broadcasting company of the business competes to tend the vehemence more, the marketing policy of the audio broadcasting company is also continuously innovative, each audio broadcasting company through the united broadcasting of the system, operate with consociation or the strategic alliance etc. method extends him to listen to the scope, rising the audience rating and popularity.
New audio broadcasting company of the business make use of the idea of the Integrated Marketing Communication to be used as its main strategy to consider and the tactics is used as, and rising successful to grow in the commerce, led the tendency in this field. Integrated Marketing Communication to make use of and the result is a purpose of study of this research.
The plan of this research aim at the ninth turn to open in the audio broadcasting company of the middle power, he make use of the actual situation of the Integrated Marketing Communication to take into the interview, record, investigate and inquire into, special choice of this research is among them biggest of the scale the syndication, the Sunshine United Broadcasting Network to an example, this research acquire of the conclusion is following:
1. It is very important that explicit audio broadcasting company position the management of the audio broadcasting company in present, for audio broadcasting company in the aspects of programming program strategy and selling, can provide to know of according to follow the principle, integrating the audio broadcasting company the inner part the resource, and announce the claim of the communication of the consistent, reaching the result of Integrated Marketing Communication.
2. Under limitedly of the resource the term, from make use of the tool of the marketing arbitrarily, turning into the Integrated Marketing Communication, and further investigate the analysis to be used as the resource the coordination the basis of the application.
3. Should enhance the publicity of the audio broadcasting company, with exaltation audio broadcasting company popularity, and establish the database of the audience, keep on renewing to maintain the usefulness of the database, from serve any consumer, change is serve particular consumer, support and audience of long-term relation.
4. The audio broadcasting company which counts on the advertisement revenue, should operate the relation of the consumer, provide diverse interactive ways to contact and communicate with consumers to build up permanent relationships, enhance the relationship network of each other, maintaining the benefits of each other.
5. Carry on Integrated Marketing Communication which is from outside in, regarding need of the audience and the customer of the advertisement as the core of the marketing policy, according to need of the audience and the customer of the advertisement, establish to order good and valid method of the marketing and ways, develop the strategy of the persuasion of the message, message that establish the audio broadcasting company and audience and the customer of the advertisement to give something back to and interact the relation, keeping on with consumer for direction of marketing policy.
6. The core marketing strategies of program quality, the celebrity hosts, activities, advertise and public relationships should be adopted and integrated with extended tactics. While asking for the customer of the advertisement, integrating the marketing communication strategies with plan of the program, the programming of the time and promotion project etc. To coordinate the actual need of advertises customers and resources of the audio broadcasting company.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0725103-164509 |
| Date | 25 July 2003 |
| Creators | C. Lee, Mike |
| Contributors | none, none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0725103-164509 |
| Rights | unrestricted, Copyright information available at source archive |
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