廣播電台經營策略

Plans and Strategies for Radio Station Management

本文旨在討論廣播電台經營者如何藉用策略管理之理論及作法，建構有效的廣播媒介經營策略。文內運用系統化之理念及架構，逐步探討策略之形成，並將之與廣播電台系統結合，衍生出「系統化的廣播媒介經營」，再詳細探討其間之步驟及具體作法。研究者為使學理及實務結合，並印證本理念之實用性，特於結語中 將現行廣播電視法規依指定「營運計劃書」之產生過程加以舉證。

One of the major functions of the media manager is planning. How to develop effective plans to guide the direction of the media organization or to meet the market competition is highly complicated. The purpose of this article is to provide directions when such challenge is encountered. Theories and practices of the system's approach and that of the strategic management are discussed and applied as base for developing plans is proposed; steps and details are provides as well. Examples are cited to illustrate main concepts. Suggestions for planning are given at the end.