美國職棒大聯盟春訓熱身賽門票訂價策略之探討－以仙人掌聯盟為例

Ticketing Strategy of Major League Baseball Spring Training-A Case Study of Cactus League

尤欽弘(Chin-Hung Yu) ； 陳志成(Chih-Cheng Chen) ； 鄭俊傑(Chun-Chieh Cheng)

《運動知識學報》 11期 (2014/07) Pp. 154-164

摘要

本研究旨在針對美國職棒大聯盟春訓熱身賽仙人掌聯盟為例探討其門票定價策略。因職業運動中門票收入會影響到球團的營運。因此如何決定最適合的定價策略是一個值得研究的課題。本文主要採文獻分析之方式，將資料加以整理、分析與探討。結果顯示球團採用的定價類型包括差別定價、非線性定價、產品線定價、聯賣產品定價及短期差別定價等策略。雖非所有作法皆適用於台灣，卻希望可以帶給台灣職業球團在未來門票行銷上有新的思維或是啟發之作用。

關鍵字

訂價策略 ； 門票 ； 春訓

並列摘要

This study aimed to explore ticket pricing strategy for the Cactus League of Major League Baseball Spring Training. Research had showed that tickets sale for professional sports greatly affect operations revenue; therefore, how to determine the most appropriate pricing strategy is a subject worthy of study. Literature analysis was conducted to collect all related data. The results showed that the main strategic categories were determined to be price discrimination, product line pricing, bundle pricing, nonlinear pricing, short-term pricing, and product-bundling pricing. Even though, these strategies can not all practice or applicable to Chinese Professional Baseball League in Taiwan; it hopes to bring new inspired thought on the future of the spring t raining ticket marketing.

並列關鍵字

Pricing Strategy ； Tickets ； Spring Training