- 學位論文
廣播電台轉播中華職棒對品牌形象與品牌忠誠度影響之研究─以漢聲電台為例
The Research in the Affection of Brand Image and Brand Loyalty which from the Broadcast Chinese Professional Baseball game ─An Example as Han-Shen Broadcasting Station
摘要
廣播市場之競爭日益激烈且趨於白熱化，公營廣播電台雖受政策、預算之保護，但仍將面對新電台收聽率逐漸攀升之直接挑戰。本研究所探討之漢聲廣播電台成立於民國三十一年，長期以來肩負政策宣揚及教化服務之責任，故品牌形象陳舊保守，廣大的年輕族群聽眾區塊也尚待開發，再加上為配合國軍之組織合併，導致部份年輕且深具潛力的節目製播人員離職，這些問題皆為漢聲埋下長期之隱憂。 值此同時，成立於1990 年之中華職棒聯盟，近年來隨著國際各項錦標賽激烈戰況及旅外職棒球員創造優良戰績之話題性，2003-2007 年中華職棒聯盟與漢聲電台展開相互贊助及策略聯盟，漢聲電台以三網（FM、AM、寬頻網路）獨家同步轉播假日球賽，因此獲廣大聽眾支持迴響。本研究目的欲探討中華職棒對廣播電台品牌形象與品牌忠誠度影響之關聯性，及如何建構調整漢聲廣播電台品牌形象，以爭取廣播聽眾市場。本研究參考學者對品牌之研究經驗，並結合漢聲廣播電台之轉播工作現況，而研擬出一套問卷，隨機抽樣分發至球場球迷測試。 經由統計分析結果表示，漢聲廣播電台轉播中華職棒節目後對於整體的品牌形象有很大的助益，且讓漢聲廣播電台擺脫了以往保守的形象。自從轉播中華職棒節目後反而讓漢聲以更健康更有活力之姿態重新出發，所以也因此提升了漢聲的品牌形象與品牌忠誠度。
並列摘要
The competition of broadcast market has become fierce. Though public broadcasting stations have received support of policy and budget from the government, they are still facing the challenge of growing listenership from newly established broadcasting stations. The studied institute, Han-Shen Broadcasting Station was established in 1942. It has been assigned the commission of policy publication, education, and public service since then. Therefore, the brand image has been conservative and traditional. Furthermore, in order to collaborate the reengineering of military organization, some potential and young broadcasting professionals left the company. These disadvantages have become latent problems of the company. In the meanwhile Chinese Baseball League was founded in 1990. Due to the topicality of international baseball tournaments and outstanding performances of the Taiwanese baseball players in the U.S.A., Han-Shen Broadcasting Station has found its new strategies. From 2003 to 2007 Chinese Baseball League and Han-Shen Broadcasting Station have become strategic partners and provided mutual sponsorship to each other. Han-Shen Broadcasting Station exclusively broadcasts live matches on holidays and weekends through FM, AM, and broadband. Its popularity has risen again. III The aim of the research is to explore the relationship between Chinese Baseball League and brand image as well as loyalty of the broadcasting companies. The results of the study will provide suggestions to Han-Shen Broadcasting Station for gaining more market share of listenership. This research was based on the brand theories established by academic, and incorporated the empirical experiences of Han Broadcasting Company. The study carried out depth interviews with the employees of Han-Shen Broadcasting Station. A questionnaire was designed and conducted in baseball fields to collect data from baseball participants. The results of the study show that Han-Shen Broadcasting Station has benefited from the broadcasting programs of Chinese Baseball League and managed to disengage itself from the conservative image. Now Han-Shen Broadcasting Station has reinvigorated with an energetic image. Moreover, its brand image and brand loyalty have been improved.(