Kiss999
Kiss Kiss Kiss II
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Kiss999 Broadcasting ( ) FM AM 1
(1-1 1-2) 1. 2. 3. 4. 2
1-1 82-02-01 82-12-11 62 28 13 83-01-29 83-09-06 29 29 11 83-06-29 84-01 4 6 2 83-08-31 83-12-24 174 99 46 83-08-31 84-08-17 45 28 11 83-08-31 84-10-13 14 1 1 85-01-18 136 53 21 84-02-15 85-02-13 6 4 1 1 10 1 84-05-16 85-02-13 2 1 0 84-11-22 85-09-02 54 17 10 85-01-15 85-06-15 2 1 529 169 118 1-2 FM/AM 1 FM 46 115 118 68 AM 3 3 3
Kiss999 4
marketing microenviroment (marketing macroeuviroment) 5
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87 10-88 9 348 49 8
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HeadSterling Programming Promotion (Sales) ( kiss ) 10
10.9 11
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Kiss999 Kaohsiung Interactive Super Station ~ 97.1 99.7 98.3 Kiss 19.3 Kiss Format 14
Kiss Market offer Kiss ~ 15
Kiss Kiss 31% 4-54-6 Kiss Kiss - DJ DJ Kiss Kiss 16
4-14-2 4-7 921 Kiss Kiss Kiss Kiss Kiss 17
1 Shirely Lavine Wackman 1. Misson Goals 2. Background3. 4. Action plan 18
2 1. 2. 3. Kiss AC Nielsen FM 4-1~4-5 Kiss999 Kiss 19
Image Kiss 3 Kiss DJ 1. 2. 3. 4. Kiss 3-4 Kiss Image Kiss Kiss (kiss 20
) Kiss Kiss A.C.Nielsen Kiss 4 Kiss Kiss CPM Kiss ( ) 5 Kiss 21
Kiss 921 Kiss 6 Kiss ( kiss ) Kiss KISS 22
DJ DJ Kiss Kiss Kiss Kiss 23
4-1 FM 99 99 1 15.9 15.5 +0.4 2 7.1 6.4 +0.7 3 KISS 6.5 4.2 +2.3 4 5.8 5.4 +0.4 5-4.0 1.5 +2.5 6 HIT FM 3.3 4.6-1.3 7 ICRT 3.2 0.7 +2.5 8 3.0 3.4-0.4 9 2.7 2.7 0 10 2.5 3.8 1.3 11 2.5 3.7-1.2 12 KISS 2.1 2.1 0 13 TOUCH 2.1 1.5 +0.6 14 1.5 1.8-0.3 15 1.4 2.6-1.2 99 N=532 =4,349,000 99 N=499 =4,198,000 2.4 4-2 99 99 1 15.9 15.5 +0.4 2 10.9 10.2 +0.7 3 KISS 9.8 7.7 +2.1 4 5.8 5.4 +0.4 5 4.6 1.7 +2.9 99 N=532 =4,349,000 99 N=499 =4,198,000 2.4 24
4-3 99 99 1 7.1 6.4 +0.7 2 KISS 6.5 4.2 +2.3 3-4.0 1.5 +2.5 4 HIT FM 3.3 4.6-1.3 5 3.0 3.4-0.4 99 N=532 =4,349,000 99 N=499 =4,198,000 2.4 4-4 99 99 1 KISS 19.3 16.1 +3.2 2 13.7 13.1 +0.6 3 12 5.9 +6.1 4 KISS 6.3 7.9-1.6 5 TOUCH 6.2 5.6 +0.6 6 3.7 2.6 +1.1 7 2.3 8.1-5.8 8 2.2 3.3-1.1 9 1.1 3.5-2.4 99 N=179 =1,459,000 99 N=130 =1,097,000 2.4 25
4-5 99 99 1 KISS99.9 31.1 28.5 +2.6 2 983 20.3 10.5 +9.8 3 9.2 8.7 +0.5 4 6.0 3.7 +2.3 5 3.5 5.8-2.3 6 0.9 5.9-5.0 99 N=112 =907,000 99 N=74 =622,000 2.4 26
27 4-6 Kiss 99.9 18:00-19:00 Kiss
28 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 Kiss Johnnie ( ) 00:00-01:00 ( ) 03:00-05:00 05:00-07:00 Kiss You ( ) Johnnie
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Kiss Kiss 37
Kiss Kiss Kiss Kiss 38
39 (1999)2 (2000) 9 2 10 15 (1998)ICRT 226 (1999)AC Nielsen (2000) 6 55 (2000) - 135 (1996) 57
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87-79 84 86 1997.10 81 85 7 P.4265 84 9 85 85 1 87 37 1998.8 87 VS. NO.8 80 80 6 84 2 82 1 2 77-85 84 9 86 1997.11 85 21 85 84 5 86 85 85 85 13 41
82 87 88 P.6263 85 Michael C. Keith,Selling radio direct 88 P.79 84 156 84.3P.2729 85 81 81 4 P.812 81 80 8 P.2227 84 84 86 87 NO.8 80 82 84 1995 85 85 85 85 395 87 1998 84 108 1995 4 P.100107 42
Anderson, E. 1990. Two Firms, One FrontierOn Assessing Joint Venture Performance, Sloan Management Review, 31 (2)pp.19-30. Awadzi, W. K. (1987), Derterminants of joint venture performancesa study of international joint venture in the U.S (Japan, Europe), The Louisiana State University, PHD. Beamish, P. W. & Banks J. C. (1987), Equity Joint Ventures and the Theory of the Multinational Enterprise. Journal of International Business Studies, 19 (3). Bronder, C. and Pritzl, R. (1992), Developing strategic alliancesa conceptual framework for successful co-operation, European Management Journal, 10 (4), pp.412-421. Burton Paulm, British Broadcasting, Minneapois, University of Monnesotv Press, 1956 Charles R. Wright, Mass Communication A sociological Perspective, Random House, Inc., 1986 43