職業運動賽事票房影響因素區隔及策略選擇分析

Analysis of the factors influencing the ticketing revenue of professional sporting events and the strategy choice

票房除了是球團的重要營收來源外，也是其他收入的保證，因此瞭解哪些因素會影響票房收入，就成為實務界和學術界關心的議題。透過國內外文獻回顧與檢視，本文將票房影響因素歸納為賽事安排和賽事吸引力兩大類，並透過這兩大類因子組合成炙手可熱、寶貨難售、整裝待發和乏人問津4個方格區隔。根據這4個區隔的特性，搭配行銷5Ps提出可能的策略選擇，以供實務界和學術界參考。

In addition to being an important source of revenue for the professional teams, the ticketing revenue is also a guarantee of other income. Therefore, understanding what factors will affect ticketing revenue has become an issue to the practitioners and academia. Through the review of domestic and foreign literature, this article summarizes the ticketing revenue influencing factors into two major categories: match arrangement and match attractiveness, and combined these two categories into four matrix grids named extremely popular, good but hard to sell, wait for start and lack of interest. According to the characteristics of these four segments, possible strategic choices are proposed with marketing 5Ps for reference by the practitioners and researcher.