中華職業棒球球團門票定價類型之研究

Ticket pricing strategy of baseball clubs in Chinese Professional Baseball League

目的：本研究旨在探討國內職業棒球球團所採取門票定價策略之種類與內容。方法：本研究是以深度訪談方式搜集所需資料，透過相關文獻之探討擬定訪談大綱，並經由專家審視內容以進行效度檢核，並輔以相關文件、球團網站、剪報進行三角檢定，訪談對象包括國內中華職棒聯盟六支球團的票務部門主管。結果：球團採用的訂價類型包括差別定價、非線性定價、產品線定價、短期差別定價以及聯賣商品定價。結綸：不少定價策略在實施的型態亦有所差別，而球團定價策略之擬定亦受到球場硬體服務的限制。此外，本研究也提出應思考針對易逝性與團體客戶的需求提出適當的方法，在未來的研究方向應進一步探討各種定價類型的效益與使用時機。Purpose: The purpose of this study was to investigate ticket pricing adopted by professional baseball clubs in Taiwan. Methods: The qualitative interviewing method was selected to collect data. The interview guideline was developed based upon review of relevant literature. Several experts were invited to review the proposed interview guideline for ensuring validity while triangulations were used through examining related news clips and websites of these baseball clubs. Ticketing department heads or its representatives within six clubs were interviewed. Results: Pricing strategies, used by CPBL clubs, were categorized as: 'price discrimination,' 'non-linear pricing,' product line pricing,' 'short-term pricing,' and 'product-bundling pricing.' Conclusion: pricing strategies adopted by these clubs were created in a different format. Secondly, lack of venue amenities restricted clubs from adopting a flexible pricing structure. In designing a pricing tactics, the unique aspect of perishability and needs for groups should be considered. Meanwhile, this study suggested that future research should emphasize upon the effectiveness of these strategies and its timing for strategy implementation.