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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/83945
標題: | 公有多功能型場館收費策略分析 Pricing Strategy Analysis of a Public Multifunctional Arena |
作者: | 王鑫瓏 Hsin-Lung Wang |
指導教授: | 洪一薰 I-Hsuan Hong |
關鍵字: | 多功能型場館,收費策略,準公共財,拍賣,差別取價, Multifunctional Arena,Pricing Strategy,Club goods,Auction,Price Discrimination, |
出版年 : | 2022 |
學位: | 碩士 |
摘要: | 公有場館收費制度須兼顧公益責任及永續經營,本研究整理臺灣及亞洲地區多功能型場館之特性及現行收費模式,比較差異及優劣,建議商業與社會責任衡平之收費策略。規模較小及以展覽活動類型為主者,可採固定收費,降低行政資源付出;場館規模越大則越適合實施包底抽成制,並輔以實際勾稽租用方票房收入,確保營收。另可導入二階段之拍賣制度,先審查承租商之履約能力,合格者進入第二階段競價,並訂定最低底價與最高底價,以保證場館基本租金及防止贏家的詛咒現象發生,惟須維持競標之公平及禁止得標後轉租套利行為。 Public arenas are required to consider the social responsibility and business sustainability when formulating the pricing strategy. This research summarizes the characteristics and various pricing modes of arenas in Taiwan and other Asian countries. We discuss the pros and cons of current pricing strategies implemented in the investigated arenas and suggest a pricing strategy balancing the profitability and social responsibility. The research findings are that a flat rate price can be adopted for small or static exhibition types to reduce the administration cost. For large arenas, a profit-sharing scheme is a better option for an ease of auditing sales of events. Furthermore, in a two-phase bidding strategy, arenas need to review the contractual capability of the bidder followed by a bidding process. It is necessary to ensure the fairness of bidding activities and to prevent the bidding process from the arbitrage. This study presents a pricing strategy determining the minimum price and ceiling price to assure the profit of arenas and avoid the winner’s curse. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/83945 |
DOI: | 10.6342/NTU202200922 |
全文授權: | 未授權 |
顯示於系所單位: | 工業工程學研究所 |
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ntu-110-2.pdf 目前未授權公開取用 | 1.33 MB | Adobe PDF |
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