| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 105 === The broadcast is one of advertising media that several industries choose to promote their products or activities in Hualien. Therefore, the account executives are required to obtain their customers’ agreement and advertising budget so that the professional advertising programs can be arranged effectively.
This study goal is to explore the main factors of advertising deal between account executives and their customers sampling the local radio stations in Hualien. The study purposes include the following three parts：1. The methods for account executives to search potential customers. 2. The account executives’ personal characteristics and business development capabilities. 3. The ways for customers’ to maintain their repurchasing rates.
The qualitative research method is adopted to interview the account executives and their customers deeply. By understanding AEs’ development experiences and their customers’ feedback, some important conclusions are found as the followings：1. The AEs acquire their familiar marketing information, use some related effective searching tools, and focus on the market advertising demand in order to successfully search their potential customers. 2. The AEs learn some professional abilities to plan the advertising projects, as well as express their kind and patient attitude for customers so that those customers may consider and accept the AEs’ proposal. 3. The AEs’ continuous attention to customers’ feedback and intimate service can affect customers’ repurchasing rates. Finally, the result of this study can be applied to arrange the professional training courses for other radio stations.
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