台灣現代劇團會員經營之個案研究

A CASE STUDY ON THE MANAGEMENT OF FRIENDS SCHEMES OF MODERN THEATER ORGANIZATIONS IN TAIWAN

黃麗穎(Li-ying Huang)

指導教授 ： 李賢哲

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

根據80/20經驗法則，企業的8成利潤來自於2成的顧客，對於經常往來的顧客群，要提升顧客的忠誠度。例如果陀劇場的作品「ART」在宣傳初期，預售票即達總售票數的48%，耕耘會員的努力在這裡可以看到成果。鑒於表演團體之會員制度的重要性日趨增加，本研究試圖以個案的方式，探討台灣目前大劇團對收費會員的經營情況。
本研究的目的主要是想推演台灣現代劇團經營會員的概況，調查現代劇團在經營會員上遭遇的困難，並企圖提出建議，幫助劇團發展更有效的會員計畫。
本研究採探索性研究，對台灣現代劇團中的大劇團進行定性研究，以深度電話訪談的方式了解會員的經營情況。訪談對象為「表演工作坊」、「果陀劇場」以及「綠光劇團」。訪談的流程是依照一份結構性問卷，以確保每位應答者都被詢問相同的問題，達到客觀性。訪談問題分為五大方向，分別是背景、財務、行政管理、困難與收穫。
依據訪談發現，本研究推展之命題如下：
命題1：台灣現代劇團透過會員制度開發觀眾忠誠度。
命題2：台灣現代劇團無法透過會員制度增加財源。
命題3：台灣現代劇團透過會員制度來回饋觀眾。
綜合個案分析的結果發現，劇團成立會員制度的主要目的為回饋，同時，忠誠度的發展也相當重要。劇團藉由發展忠誠度和加深與會員間的關係來獲得更多的擁護、奉獻與出席。

關鍵字

劇團 ； 會員制度

並列摘要

By applying the 80/20 rule that 80% of a company’s revenue comes from 20% of its customers, paying special attention to ensure the loyalty of that 20% is a worthwhile project. Garnering a nexus of people who are your most loyal supporters is a significant commitment to long-term audience development which can run along side the promotion of ticket and product sales. According to the increasing importance of membership in performing arts organizations, this research tries to probe how theaters manage their Friends schemes. The objectives of this research are as follows:
1. To investigate the current situation of Friends schemes management in Taiwan’s modern theater organizations by case study.
2. To study the problems encountered with the implementation of current Friends schemes.
3. To aid modern theater organizations in the development of more effective Friends schemes to develop loyal supporters.
It was decided to undertake a qualitative study of performing arts organizations using in-depth telephone interviews to identify key issues for managing a Friends scheme. The qualitative data were collected from Performance Workshop Theatre, Godot Theatre Company, and Green Ray Theatre, presenting a general picture of Friends schemes in theater organizations in Taiwan.
Based on the findings from the interviews, this research presents 3 propositions as follows:
Proposition 1. Modern theater organizations in Taiwan develop audience loyalty through Friends schemes.
Proposition 2. Modern theater organizations in Taiwan cannot get more finance from their Friends schemes.
Proposition 3. Modern theater organizations in Taiwan use Friends schemes as a feedback mechanism.
The organizations interviewed in this research all described objectives for their Friends schemes do not go beyond feedback. The organizations also identified loyalty as an important factor, and those which focused upon developing loyalty and relationships with supporters do so in order to gain benefits in terms of advocacy, volunteering, and increased attendance.

並列關鍵字

friends schemes ； theater organizations

參考文獻

Butscher, Stephan A. Customer Clubs and Loyalty Programs. England: Gower, 1998.

Chao, Wen-chi. “Marketing Is a Kind of Communication.” Performing Arts. (April 1998): 44-49.

Hill, Liz and Brian Whitehead. The Complete Membership Handbook: A Guide to Managing Friends, Members and Supporters Schemes. London: Directory of Social Change, 2004.

Kotler, Philip and A. Andresen. Strategic Marketing for Nonprofit Organizations. New Jersey : Prentice-Hall, 1995.

Payne, A., M. Christopher, and D. Ballantyne. Relationship Marketing. Oxford: Butterworth-Heinemann, 1991.