| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 92 === The study is to prob into the situation that after the Radio Communication Law was passed, new radio stations adopt a new business managerial method for their management and operation. Take the private radio stations in Taipei for example, the study is attempted to estimate whether the future direction of radio stations is determined by the acquisition of the leading operation role by senior executives. By using a scale system, we examine what impact of the future vision and business strategy that senior executives have will there be on the effectiveness of the operation of the radio station, so that the future market outlook of the broadcasting industry can therefore be outlined. From literature review, an integrated ideological structure is therefore proposed. Added with many insightful interviews and analysis with many representative radio stations, the study is to be examined about its relations.
Regarding the evidence-based part, the subjects of the study are senior executives of the old and new radio stations in Taipei. Questionaries are used to collect data and statistics has been analyzed. There are a total of eighty-four questionnaires, and the conclusions are as below:
1. Analysis of the competitiveness of radio stations and social images: Five factors were acquired by this research: sales operation and creativity, social image, quality of the service content, competitiveness of the software and hardware facilities, business culture and vision.
2. Grouping factors of competing strategies of radio stations and social image: By using the five factors as the variables for the grouping, we separate different penchant of interviewed senior executives of radio stations have towards competing strategies and social images into three major goops: Excellence Persuit, Vision and Service-oriented, and business ability and image.
3. Analysis of variables of individual statistics of different background: radio communication, the positioning of radio stations, seniority servicing in the media industry, seniority and age working in radio stations. These factors play a key role affecting the grouping.
Besides, five conclusions have been made: create new programs to expand listeners to a broader age group, expand the influence of the radio station itself, forging alliances with businesses of the same and different industries, core competitiveness of the radio stations lies in emphasis of management, human resources, and using Internet to break the boundary among regions and countries.
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