艺术组织的关系营销案例研究（英文）

Case Studies on Relationship Marketing in Arts Organizations

关系营销作为文化艺术组织提升顾客让渡价值、营造顾客忠诚的重要手段被广泛应用。本文梳理了关系营销在文化艺术市场营销理论中的发展,论述了文化艺术组织中的关系营销如何建立顾客价值,并选取了Sheffield City Hall,Museum Sheffield和Sheffield Theatre三家艺术组织进行了案例研究,通过收集并分析其关系营销实施过程中的数据,探讨了艺术组织间不同的顾客价值建立方法对顾客维系的影响。

Relationship marketing is an important part of arts marketing,it is also a new concept for the cultural industries.Elizabeth Hill states that by building long-term relationships with customers,there would be an authentic success in the arts.In order to discuss this statement,we will look at a literature review of arts marketing and relationship marketing,and choose three Sheffield arts organizations—Sheffield City Hall,Museum Sheffield and Sheffield Theatre as cases.By doing these case studies,this paper reveals how arts organizations use customer relationship marketing tools and assess these tools to maintain customers’loyalty.