The Application of Integrated Marketing Communications for a Broadcasting Company in Changing Environment:A Case study of Operation of the Broadcasting Corporation of China (BCC) from 2003-2005

• Main Authors: Chih-li Huang, 黃志立
• Other Authors: Danny K.J. Chuang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/10692385177347301543

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 94 === After releasing the radio channels to the market, it ceased the monopoly of the broadcasting market by few corporations and prompted the competition for the commercials in the media of broadcast as the rising of new broadcasting companies. Upon the common utilization of the methodology of Integrated Marketing Communications by the broadcasting companies as marketing strategies, this study is to explore the motivations behind the appliance using the current business model of Broadcasting Corporation of China for the case study. The objective of this study is to provide administrative a fundamental with respect to their decision makings given the background of the business operation of Broadcasting Corporation of China under impacts from current circumstances. The impacts for Broadcasting Corporation of China include surges in the broadcasting technology, political turnover in ruling party, impending initial public offering (IPO) at the end of year by regulation, reconciliation of radio frequencies, revoke of the broadcasting license, halt on the approval of DAB license, awaiting effect of the act by NCC and etc. This case study is sourced to articles and researches regarding the utilizations of Integrated Marketing Communications by broadcasting companies from both domestic and overseas as secondary reference. Meanwhile, the interviews were conducted to the management of broadcasting company, advertising agents, specialists, scholars and etc. supported by the methodology of observations to delve into the substantiality of this case study. According to the conclusion of this case study, the current management is required to provide IPO by the end of the year 2005, while the new management team will carry on catering to the audience with brand-new outlooks, which are goals for the new management and a turning point for the company. From the management perspective, the challenges will lay as how to adjust to the changes, how to face the unfamiliar environment, and how to leverage the advantages that are accumulated from the past while the ultimate objectives would remain as to satisfy the needs from audience with diversified programs and to align with the social responsibility as a broadcasting media. The recommendation for the path that Broadcasting Corporation of China should be taking on in the future would be to strength the functionality of branch/ local broadcasting stations, to promote the concept of ‘community’ from the broadcasting company, and to appeal to the new-generations with new-improved programs that are demanded. Additionally, the recruiting for the talents in marketing, strategic planning, and advertising is critical. By eliminating the reliance on the advertising agents and the building of comprehensive-level of audience database, it would create the opportunities of database marketing and elevate the competitiveness of the company with the controlling of direct marketing channels. Meanwhile, pending on the external changes, the capability of instituting a timing re-organization to fit the environment is a must for the company. At last, through the production of quality programs, the social responsibilities that are relevant to the broadcasting industry should be well recognized and shouldered by all participants in the media of broadcast. In summary, Broadcasting Corporation of China should be looking forward to absolving the burden of political party, positioning, reconstructing, and re-entering the market of the broadcasting.