電影產業供應鏈考量促銷與收入分配合約最適策略分析

Revenue-Sharing Contract for Film Supply Chain with Promotion Effort

何承哲(Cheng-Che Ho)

指導教授 ： 黃奎隆

國立臺灣大學/工學院/工業工程學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201602388

摘要

在電影產業供應鏈中，片商與電影院大部分採取多期收入分配合約
(Revenue-Sharing Contract) 來分配票房收入。本研究考慮一個片商與一個電影院簽訂兩期的收入分配合約，收入分配合約中的電影院拆帳比例會隨著每期而改變，片商決定合約中電影院兩期最適拆帳比例，而電影院決定每期最適的放映廳數。在第一期時，片商與電影院皆不知道此部片的確切的票房情況，只知道其為高票房或是低票房的機率，第一期結束時，票房結果已知，當電影在第一期結束時為低票房時，電影院則考慮採取促銷策略來提升票房，而片商則會決定一最適成本分攤比例來分攤促銷所產生的成本，電影院需決定第二期最適放映廳數。本研究建立電影供應鏈兩期之數學模型，以收入分配合約為基礎，加入片商考量電影院採取促銷的影響，求出片商及電影院最適決策，並運用數值分析，觀察模型參數對於片商之合約策略如何改變，片商權衡自身最適拆帳比例與促銷時須分攤的成本，在模型參數變動下，提供最佳的合約策略。

關鍵字

供應鏈 ； 電影產業 ； 收入分配合約 ； 促銷

並列摘要

In film industry, the supply chain generally adopts multi-period revenuesharing contract that specifies how to split the box office between film distributors and exhibitors. We consider one distributor and one exhibitor in supply chain signing a two-period revenue-sharing contract under which the sharing ratio is adjusted periodically. The distributor provides a contract with specified revenue-sharing ratios in these two periods and then the exhibitor will decide the number of showing screens accordingly for each period. In the first period, both of them are uncertain about the potential box office of the movie, particularly high or low in our model. After the first period, the box office is realized and if it is low, the theater may adopt promotion activities to stimulate the box office, and also determines the number of showing screens in the second period. In this case, the distributor would determine the ratio of sharing the cost of the promotion effort with the theater. In this study, we build a two-period revenue-sharing model with effort and cost-sharing characterizing the film supply chain and obtain the analytical results. Then we conduct the numerical analysis to observe the strategy move of the distributor and the response action of the theater under various conditions.

並列關鍵字

supply chain ； film industry ； revenue-sharing ； promotion effort

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