狄斯奈樂園的訂價方式－兼論部分搭售

DISNEYLAND PRICING: AN ANALYSIS OF PARTIAL BUNDLING

廖郁萍(Yu-Ping Liao)

遊樂園 ； 兩部分訂價 ； 搭售 ； Amusement park ； Two-part tariff ； Bundling

經濟論文

46卷3期（2018 / 09 / 01）

463 - 517

繁體中文

在本文所建立的模型裡，有一個擁有兩個遊樂設施，1和2，的遊樂園。遊樂園要在下列五種訂價方式中，選取一個來採用：（一）不收入園費，但玩遊樂設施1和2都要收費；（二）只收取入園費；（三）兩部分訂價法：先收取入園費，對於繳了入園費者，不論玩遊樂設施1還是玩遊樂設施2都要另外收費；（四）欲進入遊樂園者要買一票簿；票簿裡有一張入園票和一張玩遊樂設施1的票。遊客若要玩遊樂設施2，需另支付費用；（五）欲進入遊樂園者要買一票簿；票簿裡有一張入園票和一張可用來玩遊樂設施1或遊樂設施2的票。遊客用完了票簿裡的票後，若想玩另一遊樂設施，需另支付費用。分析結果顯示：遊樂園有意願採用的是訂價方式（二）或（和）訂價方式（五）。這樣的結果可以解釋狄斯奈樂園自開幕至今所採用的訂價方式，也可以解釋一些採會員制、販售課程（例如健身、舞蹈、瑜珈課程）的商家的收費方式。

This paper presents a model in which an amusement park with rides 1 and 2 chooses among different five pricing schemes: (1) a price per ride; (2) a pure entry fee; (3) two-part tariff-a combination of an entry fee and a price per ride; (4) a price for a ticket book of two tickets, one for park entry and one for ride 1, plus a price per ride on ride 2; and (5) a price for a ticket book of two tickets, one for park entry and one for either ride, plus a price per ride on either ride. It concludes that the amusement park chooses to adopt scheme (2) and/or scheme (5). This result can explain Disneyland's pricing since its opening in 1955. It can also explain the pricing scheme(s) adopted by many firms that sell courses and lessons (e.g. fitness, dance, and yoga) on a membership basis.

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