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URN etd-0708104-110916 Statistics This thesis had been viewed 2202 times. Download 1355 times. Author Li-ying Huang Author's Email Address No Public. Department Management Business Administration Year 2003 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 88 Title A CASE STUDY ON THE MANAGEMENT OF FRIENDS SCHEMES OF MODERN THEATER ORGANIZATIONS IN TAIWAN Keyword theater organizations friends schemes friends schemes theater organizations Abstract 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.
Advisor Committee Hsien-che Lee - advisor
Kun-huang Yeh - co-chair
Teng-yuan Hu - co-chair
Files Date of Defense 2004-06-28 Date of Submission 2004-07-08