공연예술의 동적가격 결정

Abstract

In the performing arts industry, profit generation is also an important task. This study investigated and analyzed based on an in-depth interview methodology, and the contents confirmed as a result of the study are as follows. For the dynamic price strategy, it is necessary to build a technology that can analyze the audience’s demand in real time as well as quantitative figures for the performance audience analysis. However, except for the limitations of the technical system, the awareness of the application of dynamic prices by working participants is positive, and it can be an effective strategy for increasing profits. The price sensitivity of the performance, the audience was low. When the level of performance was high, they showed an attitude to accept about a 20 ~ 30% increase in time. According to the practitioners, applying dynamic prices, according to performance demand is a strategy to maximize the profits of the performance producers.