通过有效的客户获取和保留来保持客户忠诚度和盈利能力——上海东方艺术中心的案例研究

Sustaining Loyalty and Profitability by Effective Customer Acquisition and Retention——An Empirical Study of Shanghai Oriental Art Center(SHOAC)

中国的剧场和剧团在近十年迎来其高速发展期。虽然主要依赖政府资助,但大部分机构都在努力尝试市场化,如推出会员管理制度。这一在商业社会非常成熟的营销体系在中国的表演艺术领域还处于起步阶段,而专业营销咨询公司对于这方面的研究也很少有涉及表演艺术领域的。上海东方艺术中心是全国最早实行会员制的剧场,其会员管理体系也被认为是成功的案例,本研究以上海东方艺术中心为对象,探讨了表演艺术领域顾客获取、顾客保留、顾客忠诚度和最终盈利之间的关系。国内大部分剧场和剧团因为资金来源于国家,在会员管理方面,更注重会员人数的增长。这个研究从更市场化的角度,将顾客获取和保留与客户终身价值(CLV)与盈利能力联系起来试图给出一些启发,供在高速发展中的中国剧场(团)思考。在2020年因疫情面临经济困境的时刻,这样的研究也许会更有价值。

Chinese performning arts organizations have seen dramatic changes in this decade.Mostly subsidized by government,they still have made market-oriented efforts,trying to attract more audiences through commercial measures,such as introducing customer relationship management(CRM)system.CRM,one of the well-developed business management model,is still at the initial stage in Chinese performing arts field,and the relevant research has traditionally neglected this field.Shanghai Oriental Art Center is the earliest performing arts venue in China to implement customer loyalty program,which has been also considered as a successful case.This study takes Shanghai Oriental Art Center as an object,seeking to explore the relationship between customer acquisition,customer retention,customer loyalty and profitability in a performing arts context.Most of domestic high-profile performing arts organizations are state-owned in China,so that they focus more on audience development than profit increase.This study links customer acquisition and retention with customer lifetime value(CLV)and profitability from a more market-oriented perspective,trying to inspire further thinking for Chinese performing arts organizations in rapid development.It might be helpful and valuable these days as many of them are facing financial difficulties caused by COVID-19 epidemic.