職棒球隊門票定價研究：選擇式聯合分析之應用

Abstract

中華職棒是臺灣發展最久也最成熟的職業運動聯盟，自2013年世界棒球經典賽熱潮後，除了2020至2022年間受疫情影響外，每年例行賽平均入場觀眾數皆逾5,000人，但未有進一步的突破。在軟硬體設施皆有大幅進步的情形下，相較美國職棒大聯盟、日本職棒以及韓國職棒部分球團，中華職棒各隊在門票定價策略上著墨相對較少，對於職業運動而言，打造協助增加球團門票收入，同時提升球迷入場意願以創造額外效益的定價策略，是相當重要的議題。

有鑑於此，本研究希望能夠為中華職棒球團提出一套定價策略，在考量可行性後，從職業運動定價策略的文獻回顧中，選定選擇式聯合分析（Choice-based Conjoint Analysis）與潛在類別分析（Latent Class Analysis）之研究方法探討消費者偏好，以作為定價策略的分析基礎。

本研究以樂天桃猿隊球迷為研究對象，透過問卷調查法了解其對於樂天桃猿隊主場賽事中，由對戰球隊、平假日、是否有主題日、座位區域與票價五個屬性所構成之組合的偏好。分析後發現，可依偏好不同將樂天桃猿隊球迷分為四類，並透過成分效用值（part-worth utilities）的計算找出適當的定價區間。結果顯示，就樂天桃猿主場而言，在座位區域上宜再進行更多劃分，從事更精細的差別定價，以兼顧球團門票收益與球迷入場之願付價格。

The Chinese Professional Baseball League (CPBL) is Taiwan''s oldest and most established professional sports league. Since the surge of popularity following the 2013 World Baseball Classic, with the exception of the years 2020 to 2022, which were affected by the pandemic, the average attendance at regular-season games has exceeded 5,000 people per game, yet there hasn’t been further significant growth. Despite substantial improvements in both software and hardware facilities, in comparison to some teams in Major League Baseball (MLB), Nippon Professional Baseball (NPB), and the Korea Baseball Organization (KBO) League, CPBL teams have relatively less focus on ticket pricing strategies. For professional sports, developing pricing strategies that help increase ticket revenue and boost fan attendance to create additional benefits is a crucial issue.

In light of this, this study aims to propose a set of pricing strategies for CPBL teams. After considering feasibility, it adopts the research methods of Choice-based Conjoint Analysis and Latent Class Analysis from the literature review on professional sports pricing strategies to investigate consumer preferences, which will serve as the basis for analyzing pricing strategies.

This research targets fans of the Rakuten Monkeys, seeking to understand their preferences regarding combinations of five attributes in the team''s home games: the opposing team, weekday or weekend, theme day, seating area, and ticket price, through a survey method. After analysis, it was found that fans of the Rakuten Monkeys can be divided into four categories based on their preferences, and appropriate pricing intervals can be identified through the calculation of part-worth utilities. The results suggest that, for the Rakuten Monkeys'' home games, further subdivision in seating areas should be considered to implement more refined differential pricing, balancing the team''s ticket revenue and the fans'' willingness to pay.