廣播電台醫藥保健類產品資訊露出策略之探討

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题名:	廣播電台醫藥保健類產品資訊露出策略之探討
作者:	張葦嘉
贡献者:	新聞學系
关键词:	廣播電台經營策略 Operating strategies of radio stations 醫藥保健類產品資訊露出 Exposing of information of medicines and health product Call-in
日期:	2012
上传时间:	2012-11-20 09:40:26 (UTC+8)
摘要:	從1993年起，新聞局陸續開放廣播頻道申請。在廣播電台不斷成立以及新科技演進的衝擊之下，廣播產業為了迎接挑戰，也開始改變以往的經營策略，而醫藥保健類產品資訊露出的電台也因此衍生，漸漸走向市場定位、行銷策略以及與聽眾更親近互動的經營規劃。本研究針對電台醫藥保健類產品資訊露出的策略來進行探討，透過深度訪談北、中、南六家廣播電台經營人士，加以分析其廣播電台的經營策略、節目操作策略、電台與藥品代理商之間的關係，以及對醫藥保健類產品資訊露出相關法規的看法，並歸納出經營模式以及後續建議。研究發現醫藥保健類產品資訊露出的電台，目標收聽族群以中高年齡層聽眾居多，節目上會以Call-in和空中卡拉OK的手法來拉近與聽眾的距離，在行銷醫藥保健類產品流程上，也有一套既定的作業模式，多數廣播電台經營者也同時為藥品的代理商，如此一來可以替電台帶來更多的收益，在產品的控管上也能加強把關，此類型的電台常常面臨游走法律邊緣的困境，因此業者與法律之間也應該取得一個平衡點，達到一個共識的經營模式。 Since 1993, the Information Bureau has opened up the application for establishing radio channels. Due to the constant impact of the establishment of radio stations and the evolution of new technology, the broadcasting industry also started to change the previous operation strategies in order to meet the challenges, and the radio stations focusing on the exposing of information of medicines and health product were therefore generated . This kind of radio stations have gradually developed their operational planning, including market positioning, marketing strategy, and friendly interaction with the audience. The present study aims at investigating the strategies of the radio stations with respect to their exposing of information of medicines and health product. Through an in-depth interview with the operators of six radio stations in the north, central and south regions, the study analyzed these radio stations’ operating strategies and program planning and their relationships with the drug agents as well as their opinions about the laws and regulations related to the exposing of information of medicines and health product. Lastly, the study collated the business models and some recommendations for the future studies. According to the research results , for the radio stations focusing on the exposing of information of medicines and health product, the target audience is mainly composed of middle-aged and elderly people. In their programs, there are usually the shows of call-in and karaoke on the air to create a more friendly interaction with the listeners. As to the workflow of the marketing of medicines and health product, there is also a set of established modes of operation. Most radio station operators are also drug agents. As a result, they can bring more revenue to their radio stations and also strengthen the control of the products. This kind of radio stations often faces the difficulty of the risk of breaking the law. Therefore, it needs to maintain the balance between the industry and the laws in order to build consensus and create a common business model.
显示于类别:	[新聞系暨新聞研究所] 博碩士論文

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