公有多功能型場館收費策略分析

Abstract

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.