| Summary: | 碩士 === 國立台灣體育學院 === 體育研究所 === 95 === The study of this study were to investigate the ticketing distribution system of professional baseball teams in Taiwan. The qualitative interviewing method was selected to collect the data. The interview guidelines were developed based upon reviewing relevant literature. Three sports management experts were invited to review the proposed interviewing guidelines for ensuring validity while regulations were used through examining relevant documents provided by six clubs.
As a result, several conclusions were made as follow:
First, three main ticket distribution methods were used；on-site ticket ,internet, ticket outlet. On-site ticket sales intensified the feeling of game-day atmosphere.
Second, several limitations were found in this method, including a queue formed often when games were popular. Consumers did not have information about the leftover of ticket sales. There was no reserved seating. Ticket office did not have sufficient equipment.
Third, Internet sales offered two major benefits, including time saving and seats-reserving .However, non-standardized system caused confusion. It was difficult to deter ticket scalping. The ticket outlet created a function of convenience in metropolitans. However, this system was not widespread enough, without reserving seating. Lack of connection to ticketing system could be a issue.
Hence, it established the necessary resources of ticket-selling. As for building the ticketing distribution system, three main resources were imperative: on-site manpower, computer software and hardware.
The numbers of on-site ticketing stuff manpower were adjusted to the various situations. And then, three to five clerks in the ticket office and three to five ushers responsible for keying in the seats on the computer and guiding the spectators to their seats. The specialized ticketing company provided the software of ticket-selling program as a substitution platform. The essential equipments including computers, printers and Internet cords were provided by the professional baseball clubs. This company also had an access to the ticketing department for all serving clubs. The equipment could connect to the Internet ticket-selling company.
Finally, according to the conclusion, five suggestions were made: (a) multiple ticketing distribution system; (b) establishing a widespread ticketing distribution system; (c) the strategies of ticketing distribution; (d) the promotion strategies; (e) doing relevant research on the marketing proportion and prices of different ticketing distribution, and promotion strategies.
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