A Study on the Managing Strategies and the Audience Listening Behavior for the Broadcast Station in Yilan County －As a Case of DonShangHe Station

• Main Authors: Chiang, chun-fu, 江春福
• Other Authors: 蔣安國
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/yymrz4

碩士 === 佛光大學 === 傳播學系 === 102 === Due to the technology of Digital Streaming have been quickly developed at current decade, Network tech should be poured to the whole industries, it should impact the Radio-Listening status and change its behaviors. And then, the government are taking measure for <accessing right to Mass Media>, and promoting the Development for Multi-culture. Besides, they are running the 11ththey are running the 11th-Frequencies Release Project, so thatit should make the Taiwan Broadcasting business harder. This essay would attend to discuss about「How to struggle at the current hard condition in Broadcasting Stations at YuLan district and get a way for market policy」. We would take a case of DonsangHe Station, and found from this Essay that there are much different forthelistening behaviors and marketing activities should be regarded with listeners age ,private income. And Program style should be regarded with education grade,private income. Also, the listening behavior should be much to do with marketing activity. So, this Essay research method would take Deep interview with Questionnaire survey and obtained the statistical results, then to Data analysis. The methods are: 1. From The Radio Listening behavior to get Business Policy 2. From the Program contents to get Business Policy 3. From marketing activity to get Business Policy The summary of its essay should get a way to take the Business Policy and Market-Positioning in Broadcasting Stations, and more, to struggle in Hard Broadcasting Market sphere.