【作者】 王晓东；

【导师】 李宗浩； 葛春林；

【作者基本信息】 北京体育大学 ， 体育教育训练学， 2005， 博士

【摘要】 体育赛事门票市场反映出社会对竞赛和服务等产品的评价关注程度。门票经营不仅关系到体育赛事的票房收入,而且影响到电视转播、广告与赞助、商务开发等经营活动的成效。和我国庞大的人口基数以及经济高速发展的状况相比,我国体育赛事门票经营水平还不高,门票市场存在着很大的发展潜力。在我国大力推进发展体育产业的大环境下,又面临着2008奥运会的历史性机遇和挑战,对赛事门票经营开发研究具有重要的理论意义和现实意义。本研究从体育赛事门票特征入手,全面深入地对体育赛事门票经营过程进行了研究,并对我国赛事门票市场经营概况进行了分析,针对性提出了体育赛事门票经营开发的策略,以期为体育赛事门票经营开发提供理论借鉴和现实依据,为促进我国竞赛表演市场的发展服务。本研究主要结论如下:1体育赛事是为满足人民群众参与或观赏体育竞赛需要,在规定的时间和地点运动员按照预定的竞赛规程开展的有一定社会影响性的竞技性体育活动的总称。2多数体育赛事门票市场符合垄断性市场的三个特征:经营团体具有唯一性;产品具有完全差异性;生产组织具备排他性。门票产品需求曲线即为门票产品的供求曲线,边际成本曲线表现为:在赛场容量范围之内,门票的边际成本约等于零;当达到体育馆的最大容量,门票边际成本近似变为无穷大。3市场需求曲线是门票经营的动力机制,是门票经营的前提,门票经营的关键是提升、优化市场需求曲线;体育场馆是门票市场的载体,是门票经营的基础,必须根据实际情况选择合适的比赛场馆;合理的门票经营策略能够充分发挥市场需求曲线和赛场容量的效能,门票价格策略是门票经营成功的保证。4观赛成本结构是指观众在观看比赛中支出的成本因素组成的结构模型。观众观赛成本可以概括为:经济成本、时间成本、安全成本及健康成本。5影响体育观众参与行为的因素主要分为:第一类是与赛事吸引力密切相关的因素,主要包括赛事类型、参赛对象、场地器材等;第二类是与体育观众相关的因素,主要包括人口统计学指标、动机、兴趣、认同感等;第三类环境因素,主要包括自然环境和社会环境因素。6赛场容量与门票定价密切相关,如果体育馆的容量超过了门票价格与数量的最佳平衡点,制定门票价格时可以不考虑赛场容量,根据需求曲线和边际收入曲线找出最大利润点。如果体育馆容量低于最大利润点,定价策略应制定较高的门票价格并卖出所有比赛门票。7赛事经营者可通过价格歧视来最大化门票收入,价格歧视主要包括一级价格歧视、二级价格歧视、三级价格歧视等形式。体育赛事门票价格应实行浮动定价方法,根据市场因素和门票销售情况执行相应的折扣率。8我国体育赛事门票市场已初具规模,广大群众体育意识的增强和消费水平的提高奠定了门票市场的基础.但目前门票市场发展速度缓慢,我国赛事品牌含金量不足是制约门票市场发展的“瓶颈”因素。从我国举办的国际顶级赛事门票需求火爆的情况看,我国竞技表演市场潜力无限,发展前景光明。更多还原

【Abstract】 Attentive and favorable degree of community on service products of sport contest could be reflected by ticket market of sport event. Ticket market exploitation relates not only to box office, but also to exploitative effect of television broadcast income, advertisement, sponsor and business affairs, etc. Although the level of performing market of sport contest isn’t developed in China, however, in view of astronomical population and rapid development of economy, ticket market exploitation of sport event has great potential.Confronted with the facts of opportunity and challenge of Beijing 2008 Olympic Games, it’s urgent to study ticket market exploitation of sport event under the prosperous environment of developing vigorous market of sport contest.The study, started from ticket market’s Characteristics, and comprehensively analyzed the steps of the box office exploitative process. In addition, based on the review of ticket market exploitation, the study put forward some exploitative strategy on ticket market of domestic sport event. Therefore, it is of great theoretical and practical value to explore characteristics and exploitative strategy of ticket market.(1) Sport event could be defined as an aggregate of athletic contest with biggish social influence power, and it’s closely restricted by time, site, and contest regulation.(2) Ticket market accords with characteristics of monopoly market: which is characterized by unique working organization, peculiar product and exclusive generative organization. Demand curve of ticket market is equal to demand and supply curve. Marginal cost curve of sport event ticket shows: marginal cost of a ticket is approximately equal to zero if the consumption of ticket sales are within gymnasium capacity, and if it is out of gymnasium capacity, marginal cost of a ticket comes to be infinite.(3) Market demand curve is dynamic mechanism of ticket market, and key point of box office exploitation is to increase market demand. Gymnasium or stadium is a carrier of ticket market, so it’s necessary to choose suitable gymnasium or stadium. Fixing strategy of ticket price can explore ticket market potential adequately, so successful ticket market exploitation could be guaranteed by the strategy of ticket price.(4) Cost configuration could be defined as a paid cost structural model when spectators watch and enjoy match. Spectator’s cost includes: economical payout, time payout, energy payout and health payout.(5) Factors relative to spectator participant behavior can be classified three kinds: first, factors relative to match attraction, such as sport event level、athlete、field and equipment, etc. Second, factors relative to spectator such as vital statistics index, motivation, interest and identification, etc. third, factors relative to circumstance such as natural and social environment.(6) Fixing strategy of market price is highly correlated to capacity of gymnasium or stadium. If capacity exceeds optimized balance point between ticket price and sales quantity, rater can fix the price according to demand curve and marginal cost curve in spite of gymnasium capacity directly, if capacity is under optimized balance point between ticket price and sales quantity, rater should fix a higher ticket price and sell off total tickets.(7) Most of sport organizations hold market dominant power to a certain extent, so proprietor can maximize box office by price discrimination. Price discrimination includes first-degree discrimination, second-discrimination and third-degree discrimination. Ticket price of sport event should carry out by floating price strategy, and execute discount ratio of ticket in the light of market demand and ticket sale quantity.(8) Ticket market of sport contest is already in elementary form in China, and sport consciousness is greatly enhanced and consumption level is improved,which are the foundation of sport event ticket market. Owing to scarcity in domestic high-level sport events, ticket market of domestic sport event develops slowly. In view of good box office of international high-level sport event, it can be inferred that it is immense to develop potential of Chinese ticket market of sport event, and its future is bright.更多还原