กลยุทธ์การจัดการวิทยุภาคตะวันออก
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Abstract
The objectives were to: 1) investigate the problems and strategic management approaches of radio broadcasting media in the eastern region of Thailand, 2) analyze the factors influencing the organizational management of these radio broadcasting media, and 3) develop a strategic management model for these radio broadcasting media. The mixed methods research approach was employed in this study, encompassing both quantitative and qualitative research methodologies. The quantitative research component involved a sample of 392 individuals, including radio broadcasting media operators and executives, as well as radio listeners in the eastern region of Thailand. Data analysis employed descriptive statistics, including: frequency distribution, percentages, means, and standard deviations. Inferential statistics, specifically t-tests, Chi-square tests, one-way ANOVA, and Scheffe's post-hoc test, were also utilized. The qualitative research component involved in-depth interviews and brainstorming sessions with 30 radio broadcasting media executives and academics in the provinces of Chonburi, Rayong, Chanthaburi, and Trat.
The research findings indicated that: 1) the problems incladed the number of radio listeners in the eastern region of Thailand seeking news and information has declined. Additionally, most radio broadcasting media entrepreneurs and executives were elderly and have struggled to adapt to the rapidly evolving communication technologies; 2) the factors in communication technology have facilitated faster and more diverse means of interaction, leading to a shift in audience behavior, with listeners transitioning from traditional radio to online media platforms; and 3) the strategic management model for radio broadcasting media in the eastern region focused on enhancing technological skills among personnel and utilizing technology to produce modern and engaging content that aligned with the media consumption behavior of contemporary audiences. These findings can serve as a guideline for radio stations to develop programs that align with audience preferences for online media
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References
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