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ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
ATCC 2006 J-berg 初賽提報(ICRT)
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ATCC 2006 J-berg 初賽提報(ICRT)

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當年就是這份簡報讓ICRT的主管們都跟我們說:你們中ICRT的毒太深了@@

當年就是這份簡報讓ICRT的主管們都跟我們說:你們中ICRT的毒太深了@@

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  • 1. Learning in Breathing J-berg Jeff Bamboo Edgar Reach Gloria
  • 2. Outline Introduction Market analysis Program design Promoting activities Implement schedule Proposal evaluation The cost and profit analysis
  • 3. Introduction
  • 4. Introduction Goals: Enhance the market share of ICRT Operating Strategy: 1. Build a new orientation 2. Make new popular programs 3. Create the listening environment 4. Attract the internet users
  • 5. Market Analysis
  • 6. Market AnalysisMarket position
  • 7. Market Analysis
  • 8. Target User Analysis
  • 9. Target User AnalysisTherefore, the target user should be 1. 15 ~ 26 years old → Students 2. 22 ~ 44 years old → salary men
  • 10. Target User Analysis
  • 11. SWOT Analysis Strength: 1. The only one English radio station in Taiwan 2. High power transmitter 3. Many foreign DJs
  • 12. SWOT Analysis Weakness: 1. Most people don’t understand English 2. Not many interactions 3. Orientation is not very clear
  • 13. SWOT Analysis Opportunity: 1. To be leading broadcast in English learning tendency 2. To be information exchange platform
  • 14. SWOT Analysis Threat: 1. Audiences are running off 2. Vicious circle
  • 15. New Orientation Learning in Breathing
  • 16. New OrientationWhat is Learning in breathing?
  • 17. Strategy Development
  • 18. Strategy Development
  • 19. Strategy Development
  • 20. Program Design
  • 21. Program Analysis(1)GettyknowledgeInternationalizationSharing experiences
  • 22. Program Analysis(2)Travel AbroadStudy Abroad
  • 23. Program Analysis(3) Women get more interests about learninglanguages than men do.
  • 24. Program Analysis(4)
  • 25. Travel Program The Secret of Flight AttendantTime : 17:00~18:00Target audience: Salary woman, Female student
  • 26. Study Program Easy to study abroadTime : 19:00~20:00Target audience : Students, Young salary people
  • 27. I C youR TeethI C youR TeethTime: Embedded in programsTarget audience : All audience
  • 28. Program orientation(1)
  • 29. Program orientation(2)
  • 30. Promoting Activities
  • 31. Internet Popularization People are using internet : 50%↑ Listening radio through internet : 39% How many people are listening 50% x 39% x 23,000,000p = 4,600,000p
  • 32. www.icrt.com.twAdvantages Songs News InteractivityDisadvantages Songs Homepage Why people don’t click… What we suggest…
  • 33. ICRT Current Player
  • 34. ICRT New PlayerMusic information
  • 35. ICRT New PlayerInteractivity
  • 36. ICRT New PlayerProgram record
  • 37. ICRT New PlayerMSN voice download
  • 38. Radio hardware degenerateThe overflow of multimedia informationThe popularization of mobile 3C product
  • 39. EARth
  • 40. EARthRadio - earphone
  • 41. Other PromotionsICRT Athletic Game Sportsman Placement marketing
  • 42. Other PromotionsICRT Discussion Group Reader Bilateral benefit
  • 43. Other PromotionsMRT Circle Commuter Kill-time promotion
  • 44. Other PromotionsICRT balloon Old / new audience What you see is what you hear
  • 45. Implement Schedule
  • 46. How We Reach the Goal We shall do now (2006/Apr. ~ May.) Program Modification EARth production Outdoor Activities Preparation
  • 47. How We Reach the Goal The next step (2006/Jun. ~ Jul.) Shining in Taipei Program in Summer Vacation Reading Books Discussion
  • 48. How We Reach the Goal Our vision (2006/Aug. ~ Sep.) EARth Fasion Listen to ICRT ICRT Listenership ↑
  • 49. Gantt Chart
  • 50. Proposal Evaluation
  • 51. The Questionnaire Sample Size (N) = 501 Students (Nst) = 501 We assume : Most of people are willing to learn English.
  • 52. The equipment people useInternet : 46%Radio Player : 41%
  • 53. When people listen to radio Stay home at night – 49% Rush hour – 38% Internet Transportation Equipment
  • 54. People are interested in… Traveling aboard – 71% Studying aboard – 52% New Field
  • 55. Why people listen to ICRTPracticing listening – 61%Foreign Music – 30% Why NOT ?too difficult! New Way
  • 56. thPeople think about the EAR Attracting Parts 1. Convenience 2. Innovation 3. Usability & Price Can do better Version 2 Version 1 Not just a radio, Function but …
  • 57. The Cost & Profit Analysis
  • 58. Hardware th •EAR Dynasty Bring ICRT into the crowds 600,000 •ICRT Athletics Meet Let ICRT connected with sports 50,000 •English is on Air Let ICRT connected with sports 10,000
  • 59. Software •Discussion Group Sharing experience with people 200,000 •Take DJs Home Promote ICRT through funny voice 200,000 Total Cost : $1,260,000 •Others Dining Hull, Ads, English Songs Competitions, etc. 310,000
  • 60. Think about that,What life it would be when ICRT is everywhere …
  • 61. Your best friend, ICRT J-berg

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