台灣公共電視影視節目行銷策略之研究
A marketing strategy analysis of PBS video programs

何姿蒨、桑于雅

台灣公共電視台為非營利組織，必須秉持非營利電台的宗旨，以公眾為中心來進行節目設計和執行行銷策略。在現今企業走向國際化的趨勢下，如何因應市場環境變化，擴展國內外市場的行銷策略，實為重要。本文針對台灣公共電視台的節目行銷策略進行個案研究，屬國內初探性。研究目的：一、藉由研究公視節目在國內、外市場的拓展方式與其行銷活動的表現，加強對國內非營利媒體在國內外市場拓展、行銷等議題的重視和探討；二、透過實務現況的觀察與訪談整理分析，以提供給未來欲發展的公共媒體集團一個策略性的參考。

The PBS is a Non-Profit Organization. For keeping an objective to the organization, it takes the public as the center by carrying on the program design and the execution of marketing strategies. Nowadays, enterprise under the tendency of internationalization, the marketing strategy of how to adapt to the environmental variation and to expand the domestic and foreign markets, is actually important. This article makes an analysis to the strategy of PBS programs to carry on a case study, as an initial research in Taiwan.

SWOT分析，公視，組織計畫，資料庫，節目行銷策略

databases, PBS, plans of the organization, SWOT analysis, the marketing strategy of video programs

2005.07.14

已授權

2005S15.pdf