An Evaluation and Development Framework for Businesses’ Administration Strategies in Mature Industries– Based on Case of an AM Radio Station in Central Taiwan
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. Consequen...
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ndltd-TW-097YUNT53960562015-10-13T15:43:09Z http://ndltd.ncl.edu.tw/handle/65684855484451076503 An Evaluation and Development Framework for Businesses’ Administration Strategies in Mature Industries– Based on Case of an AM Radio Station in Central Taiwan 成熟產業之企業經營策略評估與發展架構研究–以中部某調幅電台為例 Hsin-Ju Wang 汪心如 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. Huan-Ming Chuang 莊煥銘 2009 學位論文 ; thesis 126 zh-TW |
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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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Huan-Ming Chuang |
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Huan-Ming Chuang Hsin-Ju Wang 汪心如 |
author |
Hsin-Ju Wang 汪心如 |
spellingShingle |
Hsin-Ju Wang 汪心如 An Evaluation and Development Framework for Businesses’ Administration Strategies in Mature Industries– Based on Case of an AM Radio Station in Central Taiwan |
author_sort |
Hsin-Ju Wang |
title |
An Evaluation and Development Framework for Businesses’ Administration Strategies in Mature Industries– Based on Case of an AM Radio Station in Central Taiwan |
title_short |
An Evaluation and Development Framework for Businesses’ Administration Strategies in Mature Industries– Based on Case of an AM Radio Station in Central Taiwan |
title_full |
An Evaluation and Development Framework for Businesses’ Administration Strategies in Mature Industries– Based on Case of an AM Radio Station in Central Taiwan |
title_fullStr |
An Evaluation and Development Framework for Businesses’ Administration Strategies in Mature Industries– Based on Case of an AM Radio Station in Central Taiwan |
title_full_unstemmed |
An Evaluation and Development Framework for Businesses’ Administration Strategies in Mature Industries– Based on Case of an AM Radio Station in Central Taiwan |
title_sort |
evaluation and development framework for businesses’ administration strategies in mature industries– based on case of an am radio station in central taiwan |
publishDate |
2009 |
url |
http://ndltd.ncl.edu.tw/handle/65684855484451076503 |
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