政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57038

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57038

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政大典藏 > College of Commerce > Department of International Business > Theses > Item 140.119/57038

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57038

Title:	何者較能增加表演藝術票房收益：票價折扣或座位調整？ On Increasing Performing Arts’ Box Office Receipts: Ticket Discount vs. Seat Re-categorization
Authors:	田鵑華 Tien, Chuan Hua
Contributors:	溫偉任田鵑華 Tien, Chuan Hua
Keywords:	表演藝術票房收益折扣座位調整 performing arts box office discount seat re-categorization
Date:	2011
Issue Date:	2013-03-01 09:24:29 (UTC+8)
Abstract:	本文從差別取價之觀點切入，討論目前具價格僵固性之表演藝術產業的票房收入情形，在消費者受多種因素影響其購票決策時，廠商如何採取最適因應策略、以使營收極大化。本文以折價票及座位調整作為廠商策略，建立一經濟模型探討在不同座位種類、座位品質、及外在條件時，廠商採取各策略之最適反應。從結果我們發現，就座位調整來說，當為兩種價區時，只有當外在條件好時增加高價區可增加營收，在其他外在條件下則不然；而若增加為三種價區座位，除特定區間外，所有的外在條件與座位品質組合皆能找到一增加營收的最適座位調整方式。而另一方面就折價票之效果，則是不論條件為何、皆不能增加營收。
Reference:	王嘉棣 (1995), "表演藝術觀賞行為與自我監控、藝術觀感、生活型態之關係", 政治大學企業管理研究所碩士論文. 陳亞萍 (1999), "北市表演藝術觀眾之生活型態與行銷研究", 中央大學藝術學研究所碩士論文. 袁志宏 (2001), "運用聯合分析法探討影響觀賞表演藝術付費意願因素之研究", 大葉大學休閒事業管理學研究所碩士論文. 黃瓊文(2000), "臺灣現代劇團行銷之研究", 台灣大學戲劇研究所碩士論文《藝術管理25講-表演藝術行政人員研討暨研習活動實錄》(1997), 鄧為丞執行編輯, 台北市：行政院文化建設委員會. Tirole, Jean (1988), "The theory of industrial organization", Cambridge, Mass: MIT Press. Dupuit, Jules (1884), "On the Measurement of the Utility of Public Works", Translated into English by R. H. Barbak in International Economic Papers, No. 2. London and New York: Macmillan, 1952. Willis, K. G. and Snowball , J. D. (2009), "Investigating how the attributes of live theatre productions influence consumption choices using conjoint analysis: the example of the National Arts Festival, South Africa", Journal of Cultural Economics, 33(3), 167-183. Philip Kolter and Joanne Scheff (1998), 《票房行銷》(Standing room only), 高登第譯, 台北：遠流. Withers, G. (1980), "Unbalanced grwoth and the denand for performing arts: An econometric analysis", Southern Economic Journal, 46(3), 735-742. Zieba, M. (2009), "Full-income and price elasticities of demand for German public theatre." Journal of Culture Economy, 33(2), 85-108. Leslie, Phillip (2004), "Price discrimination in Broadway theater", RAND Journal of Economics , 35(3), 520-541 Donnenfeld, Shabtai and Shlomo Weber (1992), "Vertical Product Differentiation with entry", International Journal of Industrial Organization 10(3), 449-472 Rosen, Sherwin and Rosenfield, Andrew M. (1997), "Ticket pricing", Journal of Law and Ecnomoics, 40(2), 351-376.
Description:	碩士國立政治大學國際經營與貿易研究所 99351021 100
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0099351021
Data Type:	thesis
Appears in Collections:	[Department of International Business] Theses

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