PORTRAIT OF A CLIENT OF CHILDREN'S ENTERTAINMENT CENTRES: ISSUES, SPECIFIC, CHARACTERISTIC FEATURES
Abstract
The article is devoted to the study of the issue of systematisation of the activity of the children’s entertainment centres market in Ukraine. One of the problems is the low level of research on this market, which requires active work on the systematisation of various approaches and tools, as well as the creation of general concepts. Such a situation has formed a high relevance of the researched issue and the need to increase the work in the relevant direction. Accordingly, the purpose of this work is to describe the understanding of the client portrait for a children’s entertainment centre with a brief description of its characteristics and approaches to formation. Induction, deduction, analysis, synthesis, abstraction and generalisation were used within the framework of the work to form a single understanding of the portrait of a “dual” client and achieve the goal of the work. The result of the work was a study of modern approaches to the formation of a client portrait and a comparison of these approaches with the current requirements for children’s entertainment centres. It is described why the client of a children’s entertainment centre is “dual” and how it differs from the generally accepted client portrait. The work also describes the general issues related to the portrait of a client of children’s entertainment centres and the main approaches to forming a portrait of such a client. The main stages of a “typical” client portrait and its general conceptual scheme are also described. An example of a client of children’s entertainment centres in Ukraine is given, as well as how such centres and clients differ from family parks of the European and US model. The results of this study have high practical value for further research. For company management, the described approaches and definitions have an important practical role in terms of business development, market research, attracting new clients and the most effective satisfaction of consumer needs. For young scientists and scholars, these studies can become part of further work in the context of research on the children’s leisure market and the children’s entertainment centre market in particular. It is also worth noting that the prospects for further research can also have an impact on the research and understanding of the client portrait in general and for other industries.
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