The performance industry will suffer huge losses if demand forecasts fail, and on the other hand, popular performances will benefit greatly. Thus, the performance industry is classified as a high-risk, high-profit industry. As a way to solve this problem, a performance distribution platform using cr...
The performance industry will suffer huge losses if demand forecasts fail, and on the other hand, popular performances will benefit greatly. Thus, the performance industry is classified as a high-risk, high-profit industry. As a way to solve this problem, a performance distribution platform using crowdfunding and social commerce is presented. By pre-selling tickets with crowdfunding before the production, only marketable performances will be produced and performed with the funding, and performances without marketability will be canceled before production to prevent damage to the producers in advance. The platform has a structure in which the price of tickets declines as more people purchases tickets according to the characteristics of social commerce. Therefore, existing ticket buyers actively participate in SNS publicity.
In the existing distribution platform, the profits of the producers are determined based on the time when the performances are concluded, but it is difficult to overcome the initial profits due to the nature of the platform. In order to solve this problem, additional incentives are paid depending on when the ticket is sold out. However, it is rare for tickets to be sold out in the case of regular performances, so a new method is needed to ensure the profit of the producer.
This study suggests a ticket pricing method in which the minimum profit is obtained when the minimum number of people participates and the funding is successful, and the additional profit is obtained as the funding participant increases after that. In this method, the ticket price that guarantees the minimum profit of the producer and the ticket price that guarantees the target profit are respectively calculated, and the weighted average according to the number of participants is presented as the real-time price.
In addition, this study proposed a new method to improve the problem of the existing method of setting the starting price of the ticket by setting the minimum number of participants as a rule of thumb. Also, the start price was directly set by the producer, and the minimum number of participants was calculated by starting price. In order to solve this problem, previous researches on the factors affecting the performance price were analyzed. Therefore, we derive the common factors affecting the performance price through the service marketing mix and proposed a start price determination algorithm considering these factors. By using this mechanism, producers have a way to set a reasonable starting price.
The purpose of this study is to improve the ticket pricing method, to provide the producers with the profit according to the sales volume, and to offer a reasonable ticket price to the consumers. By finding potential demand through discounted ticket price, it is expected that the performing arts industry, which is experiencing cost disease, can be turned into a virtuous cycle structure.
This study suggests a way to convert existing high risk and high return performance industry into low risk and middle return structure. This study provides the basis for performance industry with various performances and relatively low ticket costs in the performance industry that have problems of cost diseases.
The performance industry will suffer huge losses if demand forecasts fail, and on the other hand, popular performances will benefit greatly. Thus, the performance industry is classified as a high-risk, high-profit industry. As a way to solve this problem, a performance distribution platform using crowdfunding and social commerce is presented. By pre-selling tickets with crowdfunding before the production, only marketable performances will be produced and performed with the funding, and performances without marketability will be canceled before production to prevent damage to the producers in advance. The platform has a structure in which the price of tickets declines as more people purchases tickets according to the characteristics of social commerce. Therefore, existing ticket buyers actively participate in SNS publicity.
In the existing distribution platform, the profits of the producers are determined based on the time when the performances are concluded, but it is difficult to overcome the initial profits due to the nature of the platform. In order to solve this problem, additional incentives are paid depending on when the ticket is sold out. However, it is rare for tickets to be sold out in the case of regular performances, so a new method is needed to ensure the profit of the producer.
This study suggests a ticket pricing method in which the minimum profit is obtained when the minimum number of people participates and the funding is successful, and the additional profit is obtained as the funding participant increases after that. In this method, the ticket price that guarantees the minimum profit of the producer and the ticket price that guarantees the target profit are respectively calculated, and the weighted average according to the number of participants is presented as the real-time price.
In addition, this study proposed a new method to improve the problem of the existing method of setting the starting price of the ticket by setting the minimum number of participants as a rule of thumb. Also, the start price was directly set by the producer, and the minimum number of participants was calculated by starting price. In order to solve this problem, previous researches on the factors affecting the performance price were analyzed. Therefore, we derive the common factors affecting the performance price through the service marketing mix and proposed a start price determination algorithm considering these factors. By using this mechanism, producers have a way to set a reasonable starting price.
The purpose of this study is to improve the ticket pricing method, to provide the producers with the profit according to the sales volume, and to offer a reasonable ticket price to the consumers. By finding potential demand through discounted ticket price, it is expected that the performing arts industry, which is experiencing cost disease, can be turned into a virtuous cycle structure.
This study suggests a way to convert existing high risk and high return performance industry into low risk and middle return structure. This study provides the basis for performance industry with various performances and relatively low ticket costs in the performance industry that have problems of cost diseases.
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