客家電視頻道文化行銷模式探討
Exploring the cultural marketing model of Hakka TV Station

黃葳威、李佳玲

在台灣客家族群人口為相對少數、客家話為非主流語言的外在環境下，其先天之市場限制顯而易見，其以傳承客家文化為組織定位，使客家電視媒體在語言使用上相當重視客語的使用與播出；從觀看群來觀察，現有客語頻道的忠實聽眾群仍集中於中壯年、或銀髮族、或婦女聽眾群，不可諱言，觀看群中少有青少年或青年聽眾群，如此服務對象似乎又無法達到跨世代「傳承」的理想。
有鑑於此，研究者擬以2003年7月開播的客家電視頻道為研究個案，研究以下問題：
1、以關懷客家族群為主的客家電視頻道，其所運用的文化資源有哪些？
2、以關懷客家族群為主的客家電視頻道，其文化行銷模式如何？
客家電視頻道定位訴求的觀眾群，雖然以客語人士為主，卻因生活形態的差異，在電視台經營理念調整時，引發如何服務既有年長觀眾群、或開發年輕觀眾群的不確定感，這反映族群媒體走向多元文化社會的同時，其行銷對象應如何加強跨世代觀眾群傳承？多元文化究竟意味著類似「燉牛肉」(beef stew)、或「沙拉碗」（salad bowl）的文化呈現方式？前者仍已經集結各族群文化的特製、彼此也相互整合的一些本質，如同「你泥中有我、我泥中有你」的融合；後者則以原味呈現，互不相干，各自保留原有獨特之處。

Hakka ethnic group could be regarded as one of the minority groups in Taiwan. The positioning for Hakka television station is to transmit Hakka language and culture. However, a lot of audiences of Hakka television station focus on senior and female citizens, which seems not to achieve the goal of transmit Hakka culture through different generations.
This research takes Hakka Television Station as an example to discuss the following questtions:
1. What cultural resources are used by Hakka television station?
2. How Hakka television station operate cultural marketing model?
The positioning for Hakka television station is serving Hakka people, but the innovation of management for Hakka television station cause the uncertainy of existing elder audiences. This reflects the trend of carrying out the idea of multicultural society in Taiwan is facing the choice of being a beef stew or salad bowl? How Hakka television should attract young audiences and existing audiences from different generation ?

2005.07.15

已授權

2005T20.pdf