【作者】 刘慧；

【导师】 刘志杰；

【作者基本信息】 大连理工大学 ， 项目管理， 2017， 硕士

【摘要】 随着我国全民健身战略的不断推进,公众健身意识的普遍增强,以及冬奥会、残奥会的申办成功,极大地促进了体育产业的蓬勃发展。而体育场馆是体育事业和产业的重要平台,其建设与运营状况直接影响着整个体育业的发展水平。而大型体育场馆设施的供给在政府完善社会公共服务体系、带动体育消费、提升全民健身水平中的重要性日益凸显。同时,为缓解政府直接供给不足的矛盾,国家出台政策鼓励社会资本参与体育场馆的建设与运营。由于大型体育场馆投资额度大,建设周期长,收益回报慢,政府与社会资本合作建设体育场馆效果并不理想,社会资本方往往不愿涉足这一领域。究其原因,是社会资本方面实际运营收益与投入成本相差悬殊,以致过度商业化引发相关利益者之间的矛盾所致。因此,政府与社会资本合作(PPP)建设与运营体育场馆的关键是在后期运营过程中相关者的利益能否得到满足。对于政府而言,其主要目标是满足公共服务需求,实现区域社会效益最大化;对于社会资本方而言,其主要目标是在收回投入成本的前提下获取合理的利润;对于公众而言,是服务价格水平在其接受的范围之内。因此体育场馆的服务定价问题成为各方利益能否实现的焦点,本文以此作为切入点展开研究。本文首先从准公共产品理论及其定价理论对体育场馆的经营属性进行分析,论证了其运用PPP模式的可行性;其次在梳理归纳国内外参考文献以及对体育场馆进行实地调研的基础上,从利益相关者和经济的角度出发对服务定价决策的影响因素进行识别,结合专家的意见共筛选出18个因素,运用grey-dematel方法对其进行因果关系分析,结论显示,投资收益率、政府补贴和公众出席率是相关利益者最为关注的综合影响因素,是政府能否吸引社会资本方合作建设与运营体育场馆的关键所在;并在此基础上结合原因结果因素提出双方推动体育场馆成功运用PPP模式的合理化建议;最后在综合考虑服务定价关键影响因素的基础上从社会资本方的角度建立服务定价模型,将风险因素纳入综合影响因素分析得分最高的投资收益率之中,根据公众的承受能力与政府的补贴情况决定是否需要重新定价或重新谈判,并通过案例分析,提出了政府应从延长特许经营期、减免税收政策以及给予水电费优惠三方面着手给予补贴的建议,为今后PPP模式在体育场馆中的应用提供一种定价思路。更多还原

【Abstract】 With the continuous carrying foward of China’s national fitness strategy,the general awareness of public fitness,as well as the successful bid for the Winter Olympics and Paralympic Games,it has greatly promoted the vigorous development of the sports industry.The sports stadium is an important platform for the sports career and industry.Its’ construction and operation conditions directly affect the level of development of the sports industry,and the large sports facilities supply has become increasingly prominent for the government to improve the public service system,promote the sports consumption,enhance the national fitness level.At the same time,the government encourages social capital to participate in the construction and operation of the stadium to alleviate the contradiction of the government’s direct supply shortage.Owing to the huge amount of investment,the long period of construction as well as the slow returns of income,it is not ideal for the government and social capital in cooperation to construct and operate the stadium,social capital side is often reluctant to get involved in this field.The reason is that the actual operating income of social capital and investment costs vary greatly,leading to contradiction between stakeholders caused by the excessive commercialization.Therefore,the key of cooperation between government and social capital(PPP)to build and operate stadiums is whether the stakeholders’ interests can be met during the latter stage of operation.For the government,its main goal is to meet the public demand for the stadium and realize the maximum of social benefits for the local region;for the social capital side,its main object is to obtain a reasonable profit under the premise of the taking back of the investment cost;for the public service,its goal is the price level within its acceptable range.So the service pricing issues become a essential focus among all parties,therefore,this study will regard the service price as breakthrough point.Firstly,this paper analyzes the operating characteristics of the stadium from the theory of quasi public goods and its pricing theory,and demonstrates the feasibility of using the PPP model.And then based on summarizing domestic and overseas literatures and field research on the stadium,we identified 18 factors that influenced the service pricing decision combining with the opinions of experts from the perspective of stakeholders.Based on that,a grey-based Decision-Making Trial and Evaluation Laboratory(DEMATEL)method is applied to examine the cause-effect relationships among influencing factors so as to provide reasonable advice for the construction and operation of sports venues between government and social capital.The conclusion shows that the rate of return on investment,government subsidies and public attendance is the most critical factors that stakeholders concerned,and it is also the key point for the government to attract social capital to construct and operate the stadium,on this basis,combined with cause/effect factors we proposed rational suggestion to promote the successful use of PPP mode in the stadium.And the final,considering the key factors of service pricing,we establish the pricing model from the private point of view,taking account the impact of risk factors into the rate of return on investment through the gray-dematel method.Furthermore,whether or not re-price and renegotiate should refer to the public acceptance and the government subsidies.At last,we analysis the feasibility of the service pricing model through “the bird nest” case,it is suggested that the government give subsidies from three aspects: the extension of the concession period,the tax relief policy and the preferential water and electricity fee,and provide a pricing method for the application of the PPP model in stadium.更多还原