论文部分内容阅读
电商平台的繁荣,首当其冲最受影响的是影院的会员制度。数据显示,会员卡的使用率不足30%,年消费频次低于2次的会员占比50%。会员年票房占比不足40%。为什么影院会员卡的发展越来越举步维艰呢?一方面,当第三方票务平台用低价票拓展市场时,影院会员的票价优势荡然无存。不仅消费者更愿意选择在主流第三方售票平台购票,部分影院工作人员对向顾客推送影院会员卡也持怀疑态度。另一方面,会员卡
E-commerce platform’s prosperity, bear the brunt of the most affected is the cinema membership system. Data show that membership card use less than 30%, annual consumption frequency of less than 2 members accounted for 50%. Members of the box office accounted for less than 40%. Why is the development of cinema membership cards getting more and more difficult? On the one hand, when the third-party ticket platform expands the market with low-cost tickets, the cinema members’ fare advantage is gone. Not only consumers are more willing to choose to vote in the mainstream third-party ticket platform, some cinema staff are also skeptical of pushing the cinema membership card to customers. On the other hand, membership card