Case Study of Ticket Sales Strategies in Major League Baseball

美國職棒大聯盟門票銷售策略之個案研究

本研究旨在探討美國職棒大聯盟球團所採取門票的定價策略與售票策略。研究方法採用質性研究之多重個案研究法，主要研究問題：美國職棒大聯盟球團所採取門票銷售策略為何？分析單位為30隊美國職棒大聯盟之各隊官方網站，使用網站內容分析法來收集資料。研究結果顯示美國職棒大聯盟使用4種定價策略與7種售票策略。4種定價策略包含變動定價、非線性定價、產品組合定價以及促銷定價。7種售票策略為家中列印服務、儲值門票、二手門票銷售市場、手機售票服務、彈性付款、快速通關門票以及門票拍賣。本研究建議：1.美國職棒大聯盟應該延伸動態定價的使用於新的市場來開拓收入來源，例如春訓比賽與小聯盟比賽。2.在產品組合策略中，各隊應該尋求策略聯盟與涵蓋非賣品的難忘經驗，前者可以協助球隊滲透新的市場，後者有助於吸引球迷的賽會再訪，尤其是針對死忠的球迷。3.球隊應該築起促銷活動與贊助商的關聯，適當的組合不但可以維持銷售的效能並可增強贊助商的效益。

The purpose of this study was to explore pricing strategies and ticketing strategies adopted in the Major League Baseball. A qualitative approach with multiple-case study was chosen to solve the research question - what are ticket sales strategies in the MLB? The unit of analysis for this study was limited to the official websites of all 30 MLB clubs. Website content analysis was selected to collect data. The results found four pricing strategies and seven ticket strategies. The four pricing strategies include variable ticket pricing, non-linear pricing, bundling pricing, and promotion pricing while the seven ticket strategies contain home-printed ticket, stored-value ticket, secondary ticket market, mobile ticketing, flexible payment, flash seat, and ticket auction. The conclusions of this study are as follows: Firstly, the MLB should extend dynamic pricing to new scenarios such as spring training and Minor League Baseball games to expand its revenue streams. Secondly, as to bundling strategies, the clubs should seek strategic alliance and include no-for-sale experience. Former is helpful in penetrating a new market, latter can be attractive to fans, especially die-hard fans, to revisit the ballpark. Thirdly, the clubs should associate promotion with corporate sponsors. Appropriate matchup can maintain the effectiveness of promotion and amplify sponsorship benefits.