演唱會電影院直播之策略分析

Abstract

近年來，演唱會在電影院直播越來越盛行，演唱會主辦方必須在新舊經營模式 之間做出抉擇。因此，在本篇論文中，我們首先提出一個模型探討演唱會主辦方如 何從三個管道(演唱會、演唱會直播與 DVD)中，找出最佳的版本策略，接著，我們 延伸模型探討 DVD 的價值隨時間折舊與盈餘分配協商對版本策略的影響。分析結 果顯示，當 DVD 對演唱會的不可取代性適中時，主辦方應採取三種管道並用的策 略，當不可取代性低或高的時候，主辦方則應視情況放棄演唱會直播或 DVD。此 外，當演唱會製作方(歌手)對電影院的議價能力過低時，她應果斷放棄直播管道， 而當其對主辦方的議價能力極高時，則可不必發行 DVD，方能最大化其利潤。本 研究成果可以提供演唱會主辦方，在版本設計上一些有價值的見解，並且幫助他們 選擇最佳的版本策略。

Live viewing of concerts in cinema has been increasingly popular recently. Therefore, in this study, we propose a game-theoretical model to analyze the versioning strategies for a concert organizer, where three versions may be offered namely, concert, live viewing, and DVD. Next, we extend the model to investigate the effects of time discount factor and negotiation over the revenue sharing agreement between concert producer and organizer, theater as well as DVD distributor. Our results show that organizer should offer all three versions when the degree of indispensability of DVD for concert is moderate. Otherwise, organizer should discard a version, either live viewing or DVD, depending on the degree of indispensability of DVD for concert. Besides, producer is better off not holding live viewing when her bargaining power to theater is low, and not offering DVD when her bargaining power to organizer is extremely high. Our study can provide some valuable insights for concert organizers and help them choose the best versioning strategy under various market conditions.