【作者】 王莉；

【导师】 秦椿林； 孙汉超；

【作者基本信息】 北京体育大学 ， 体育人文社会学， 2005， 博士

【摘要】 本文运用产业组织理论对职业体育联盟的市场结构、市场行为及市场绩效进行分析,得到以下主要结论:根据产业经济学对产业的认识,本文提出,职业体育产业即是指生产提供同一项目竞赛表演的企业的集合。即一个职业体育联盟就是一个独立的产业。职业体育的本质在于生产提供竞赛表演以满足市场(观众)的需要。比赛这种产品的本质特性决定了职业体育产业具有生产的合作性、俱乐部的独立性、生产过程与结果的不确定性、资源分配的均衡性等特性,决定了职业体育产业的生产必须以职业体育联盟的方式来实现,这是职业体育产业区别于其他产业的重要特征。职业体育联盟既是协调资源配置的制度,同时也是一种产业组织形式。作为协调资源配置的制度,职业体育联盟是具有企业、市场二重性的中间性组织。作为一种产业组织形式,职业联盟是一种新的独特的产业组织形式。本文将职业体育联盟定义为:若干同一项目职业体育俱乐部为了生存,以契约为纽带而组成的合作生产竞赛表演产品,共担风险、共享利益的一种特殊的中间性组织。组织的松散性、各个俱乐部地位的平等性、合作与竞争的共存性、管理的复杂性是职业体育联盟的组织特征。通过对美国职业体育市场集中度和进入壁垒的考察,本文认为,就职业体育联盟的企业属性而言,美国职业体育产业属于完全垄断的市场结构,就联盟的市场属性而言,它属于寡头垄断市场结构。由于美国职业体育联盟的企业属性较强,从而形成了完全垄断的市场结构。由于这种市场结构在很大程度上能够满足职业体育产品生产的特殊性,有利于降低俱乐部交易成本,实现俱乐部利益最大化,同时也能满足观众以及国家的需要,因此它是具有合理性的。美国各大职业体育联盟通过联合营销、分享利润、选秀、工资限制等一系列协调一致的行为加强和维持联盟的企业性,在产品和资源市场上形成独家垄断组织,获取垄断利润,降低运动员的雇佣价格。同时,防止了俱乐部间的经济水平和竞赛实力出现非均衡增长,而保持竞争平衡,以增加竞赛的不确定性,更好地吸引观众,从而维持联盟整体经济利益的最大化。近年美国四大职业体育联盟保持着较高的竞争平衡程度,观众人数增长较快,各俱乐部经营收入稳步增长,俱乐部市场价值大幅度提升,这些都反映了美国职业体育联盟取得的良好的市场绩效。当前我国已初步形成了体育协会(中心)负责组织、管理和经营职业体育联赛的协会管理制度。其存在的主要问题是:运动项目协会与俱乐部并未形成利益共同体;在职业体育发展中还没有树立面向市场的正确价值取向;职业体育市场中存在着俱乐部过度竞争的状况;职业体育俱乐部产权国有化以及职业体育俱乐部经营业绩不良。产生这些问题的根源在于我国政府主导型的体育体制,因此,深化体育体制改革是完善我国职业体育制度的唯一选择。更多还原

【Abstract】 Making a comprehensive survey of the more than 100 years’development course of professional sports industry in western countries, we discover one thing in common in their success: the professional sports league, which is an institutional arrangement developed during the growth course of professional sports in these countries. Utilizing the theories on industry organization, the nature, the running and the effect of this system is discussed. On the basis of the knowledge to industry economics,it is believed that professional sports industry refers to the collection of franchises who provides products of athletic competitions and performances of the same sports event. Its nature rests with manufacturing and providing competition performances in order to meet the requirement of the market (spectators). This nature determines that the process of production requires all franchises to work cooperatively yet at the same time to maintain their independent status of a legal body corporate respectively. The uncertainty of outcome is the significant element that determines the quality of the competitions. While the injustice distribution of resources may cause the unfairness of competition results. These distinguishing features decide that the production of professional sports should be carried out through the way of sports leagues.Professional sports leagues are intermediate organizations established by several franchises who bear the risks and share the revenues together, for the sake of living and on the basis of contracts. They are kind of a resource distribution system between the market and enterprises, belonging to intermediate organizations that possess the characteristics of both market and enterprises. Through the investigations of the centralization and entrance barrier of professional sports market in America, we believe that its structure belongs to the complete monopolizing pattern, which to a great extent could fulfill the peculiarity of the manufacturing process of professional sports products and therefore is quite reasonable. As the seller monopoly organization, the professional sports league dominates the output on the products marketplace and fixes the price of trade and yield with the purpose to maximize the profits. Moreover, by means of sharing the profits, the finance equilibrium of every franchise and the steady development of the whole league are guaranteed. As the buying monopoly organization, the league controls its input on the resource marketplace to reduce the operating cost of the franchises. Furthermore, through draft and salary cap, the league coordinates the distribution of the players and avoids excessive competition among franchises. In the following we use indexes such as the degree of competition balancing、the audiences、the revenue and the value of the franchises to reflect the effectiveness of resource distribution and marketing. According to investigations, presently, the four main professional leagues of America are highly balanced in competition. The number of audiences, the operating revenue of the franchises and their value are increasing rapidly, showing that the American professional sports leagues are achieving excellent accomplishment on the market. The market structure, the operation and accomplishment on the market interact and influence one another. Among the three, the operation is mainly influenced by the structure and the accomplishment is mainly influenced by the operation. Therefore, to ensure the healthy development of professional sports, it is a key point to establish a well-structured sports market. The development of professional sports leagues in western countries accumulated abundant experiences for the innovation of professional sports systems. Currently, there is no real professional sports league administration system in China,which causes a number of problems, including excessive competition in the sports market, the domination of national ownership among sports franchises and low effectiveness in operation. Hence, it is imperative to reform the sports system further and establish a professional sports league in accordance with the regulation of market economy and the nature of professional sports.更多还原