공연예술 활성화를 위한 무용마케팅 전략에 관한 연구

Abstract

This study suggested the methods for vitalizing dance performance by introducing CRM(Customer Relationship Management) strategy that has been recently concerned as a new marketing technique in a section of business administration. Now we should focus on securing VIP customers rather than increasing the number of customers. Then, we should maintain the VIP customers, make some of them super customers, and finally encourage them to willingly play a role of sponsor rather than ordinary customer. To achieve these, this study examined the situations and problems of dance performance arts that are less popular than other performances. This study found that the problems of the past dance performance were not very different from the present. It means that the past problems have been repeated without solution because in part performance planning is not systematic and is rather short-term oriented. From a long-term point of view, real customer development in dance performance is not to attract new customers, which is only visible. If viewing dance performance becomes a natural activity like watching a movie in elementary school, it will greatly contribute for popularization of dance performance. CRM, used as the marketing strategy of this study, is all kinds of customer-related process and activity which provides customer satisfaction and loyalty and seeks for the continuous operation, expansion, and development of companies by maintaining, expanding, and improving customer relationship through the effective use of customer information. This study set up marketing strategy by stage according to the objectives of CRM, matching expected effect and reached the following conclusions. First, in the marketing strategy by stage according to the objectives of CRM, a method of success to attract new customers is to construct an Internet or telephone network and an electronic ticket purchase system, as well as to make dance more popular by eliminating distance through early dance education. Second, in the marketing strategy by stage according to the objectives of CRM, a method of success to develop the existing customers is to promote cross-sale in connection with culture and arts groups, hotels, travel agencies, or school, and issue a membership card during ticket sales which provide an opportunity for the first customer to become lifelong one. Finally, in the marketing strategy by stage according to the objectives of CRM, a method of success to develop VIP customers is to introduce rank and authorization systems by multiple rank service. In this way, VIP customers' value becomes increased and finally they can willingly play a role of sponsor which is the stage of super customer. Although Korean situation of dance performance has many problems to establish customer relationship, a fundamental research should be conducted with its focus on understanding the value of customer, who is a consumer of dance performance market, and further the importance of relationship with them. Also a variety of CRM strategies should be developed to use for and greatly vitalize dance performance arts.