| Summary: | 碩士 === 雲林科技大學 === 資訊管理系碩士班 === 97 === AM radio stations, as in their mature stage, face tremendous challenges of the aging and losing of audience, new entries from radio channel deregulation, and government’s ineffective policies to keep increasing illegal AM radio stations away and so on. Consequently, it is a great research issue for traditional AM radio stations to leverage their own strengths, overcome drawbacks, grasp opportunities and neutralize threats efficiently and effectively.
This study choose an AM radio station in central Taiwan (A station) as major research subject, as well as its competitors: an FM radio station (B station) and an illegal radio station (C station). Base on major theories from resource-based view and marketing, it collect secondary data and interview domain experts extensively, to have deep understanding the competitive nature of the radio industry generally and A station in specific. Then by means of Analytical Hierarchy Process, seven evaluation models are established concerning competitive advantages, resource competitiveness, capability competitiveness, competitive situation, product positing, price strategies and promotion strategies.
The research results show, A station is marginally better than B station regarding low cost advantage, while is the best in differentiation advantage; and its core competencies majorly from organizational resources, human resources, hardware maintenance, and program production and management. On marketing’s regard, the product positioning of A station is worse than B station, so there exists rooms for improvements; with its product’s value and competitiveness, skim pricing strategy is appropriate; image and audience promotions can also be enhanced. In sum, A should keep close eye on B station, which in the same strategic group, while threatens from C station is limited.
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