碩士 / 世新大學 / 傳播管理學研究所(含碩專班) / 97 / This is a study of cross-straight pop music formatted Radio Branding Strategy based on Dickey’s three elements of brand development strategy which include; product, packaging, and marketing. The analysis was conducted using interviews from Radio Shanghai 101, and Taiwan Hit FM. The three goals of this study are: (1) To discover the key success factors in these two stations. (2) To compare the brand strategy of these two stations. (3) To provide the resulting information as a guide to future cross-straight format radio stations.
The following conclusions have been drawn from this study. (1) Both stations chose to have music formatting as their main product strategy. (2) Hit FM used a music-only approach as their market appeal, and their packaging and marketing strategy remained consistent with this approach. This successfully built awareness, station identification, and loyalty in their audience. (3) Radio Shanghai 101 is an information / music formatted station, providing their listeners with the three needs of music, information, and entertainment. It evolved into an infotainment format station. (4) Through their product strategy these two stations became the most successful and highly identified within their markets. These shows are: Taiwan Hit FM (Hito Chart), and Radio Shanghai 101 (Dong Fang Feng Yuan Chart). They became a landmark brand identity for each station. (5) Taiwan Hit FM using hitoradio.com and in partnership with overseas stations was able to share their program to a global market. Radio Shanghai 101 used satellite networks to branch out from their local regional market. (6) Involvement in concerts and music award ceremonies raised the profile of the stations in their regional audiences and promoted brand recognition and fan loyalty. This was also an important factor in the success of the brand development strategies of both stations.
| Identifer | oai:union.ndltd.org:TW/097SHU05375015 |
| Date | January 2009 |
| Creators | Chuan-Ling Yang, 楊川霖 |
| Contributors | Ren-jye Sheu, 許人杰 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 104 |
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