Theatrical productions are supposed to be perishable good, since the tickets for a particular play cannot be inventoried and sold after a time of play. In the revenue management of a perishable good price discrimination is widely used. Since the theatre audience is heterogeneous in terms of visit purpose, ability to perceive quality, willingness-to-pay, the strategy of price discrimination is developed in the context of theatre segments. In this paper, we segment consumers of Perm Opera and Ballet Theatre and propose marketing and pricing instruments to manage theatre revenue. Since development of detailed price discrimination strategy requires data on consumer's purchase history, her behavioural and socio-demographic characteristics, we collect and combine two data sources: data on ticket purchases and data obtained from discrete choice experiment. We modify latent class logit model for joint revealed and stated preferences data where data on consumer characteristics is only partially observed and employ the model to segment the audience. We identify four segments of the theater's audience. The study reveals theatregoers segments with different willingness-to-pay for performance and seat location characteristics. Segmenting allows to develop detailed recommendations on the pricing strategy for various theater audiences.

戏剧作品被认为是易腐烂的，因为不能在播放一段时间后盘存和出售特定戏剧的门票。在收益管理中，容易腐烂的良好价格歧视被广泛使用。由于剧院观众在访问目的，感知质量的能力，支付意愿方面存在差异，因此在剧院细分市场中发展了价格歧视策略。在本文中，我们细分了彼尔姆歌剧院和芭蕾舞剧院的消费者，并提出了营销和定价工具来管理剧院收入。由于制定详细的价格歧视策略需要有关消费者购买历史，其行为和社会人口统计学特征的数据，因此我们收集并合并了两个数据源：购票数据和从离散选择实验获得的数据。我们修改了潜在类别的logit模型，用于联合显示和陈述的偏好数据（其中仅部分观察到有关消费者特征的数据），并采用该模型细分受众。我们确定了剧院观众的四个部分。这项研究揭示了看电影的人群对表演和座位位置特征的支付意愿不同。通过细分，可以针对各种剧院观众制定有关定价策略的详细建议。这项研究揭示了看电影的人群对表演和座位位置特征的支付意愿不同。通过细分，可以针对各种剧院观众制定有关定价策略的详细建议。这项研究揭示了看电影的人群对表演和座位位置特征的支付意愿不同。通过细分，可以针对各种剧院观众制定有关定价策略的详细建议。