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| 題 名 | 臺灣職業運動賽事票價之文獻回顧=A Literature Review of Ticket Pricing in Taiwanese Professional Sports |
|---|---|
| 作 者 | 張格華; 倪瑛蓮; | 書刊名 | 東海體育學報 |
| 卷 期 | 8 2024.12[民113.12] |
| 頁 次 | 頁1-16 |
| 分類號 | 528.928 |
| 關鍵詞 | 職業運動; 訂價策略; 門票價格; Professional sports; Pricing strategy; Ticket pricing; |
| 語 文 | 中文(Chinese) |
| DOI | 10.29418/TJPER.202412_(8).0001 |
| 中文摘要 | 本文針對臺灣職業運動賽事票價進行文獻回顧,透過蒐集票價之相關文獻、職業運動 票價之相關文獻進而提出臺灣職業運動票價訂定之未來發展。國外職業運動興起時間 較臺灣來得早,球團眾多且規模大、競爭激烈與運動風氣盛行,在實證研究上已顯示 出使用多種變動的門票訂價策略,並搭配有效的行銷策略使得票房收入上有所提升。 對於臺灣職業運動而言,興起時間晚規模也相較國外小,且在制定門票上也較無彈性, 因此本研究經由過去文獻回顧與建議並提出臺灣職業運動未來可實施之策略:一、場 館軟硬體設施及設備提升;二、訂價策略運用及三、實務經驗與學術整合,希冀透過 國外職業運動成功實例,提供給國內職業球團參酌與未來研究者研究方向之建議,以 突破目前臺灣職業運動票價發展之困境及研究上之缺口。 |
| 英文摘要 | This study conducts a literature review on ticket pricing for professional sports events in Taiwan and proposes future developments for the determination of ticket prices in Taiwanese professional sports. The rise of professional sports overseas predates that of Taiwan, with numerous and large-scale sports teams, intense competition, and a prevailing sports culture. Empirical studies have already shown the use of various dynamic pricing strategies for tickets, combined with effective marketing strategies, resulting in increased ticket revenue. In contrast, professional sports in Taiwan emerged later, with smaller scales, and less flexibility in ticket pricing. Therefore, based on the literature review and recommendations, this study proposes the following strategies for the future implementation of professional sports in Taiwan: Improvement of venue software and hardware facilities and equipment, application of pricing strategies, and integration of practical experience and academic research. By drawing lessons from successful cases of professional sports overseas, this study aims to provide suggestions for domestic professional sports teams and future researchers in terms of research directions, in order to overcome the current challenges in the development of ticket pricing in Taiwanese professional sports and fill the research gap. |
本系統中英文摘要資訊取自各篇刊載內容。