中国职业足球比赛门票定价的经济学解释  

An Economics Perspective of the Ticket Pricing of Professional Football League Games in China

作　　者：舒成利[1] 刘翠娟[1] 

机构地区：[1]西安体育学院,陕西西安710068

出　　处：《首都体育学院学报》2007年第1期23-25,共3页Journal of Capital University of Physical Education and Sports

基　　金：国家自然科学基金(No.70372050);教育部人文社会科学重点研究基地基金(No.05JJD630033)资助。

摘　　要：以俱乐部收益最大化为基础,利用边际成本和边际收益、价格歧视和搭售定价等理论,研究了职业足球比赛门票定价的策略和实践。发现:①俱乐部门票定价的基本原则是各个区域、层次门票的边际收益等于其边际成本;②三个级别的价格歧视和搭售策略能优化俱乐部的门票收益;③实施经济学理论定价需要以充分反映观众需求特性、正确确定门票的机会成本、俱乐部具有市场势力、没有市场套利行为等为基础。而对于市场套利行为,可以通过制度假设和硬件建设加以规避。Based on the income maximization of the football clubs,this paper has studied the strategies and practice of ticket pricing of PFLG through theories of marginal cost,marginal revenue,price discrimination and tie-in.It is noted:(1)The basic principle of ticket pricing is that marginal cost (MC) equals to the marginal revenue(MR) in each area and class.(2)Three levels of price discrimination and tying tactic can maximize the total revenue of football clubs.(3)Under certain conditions,such as a good access to ...

关 键 词：职业足球 门票定价 边际成本 边际收益 价格歧视 搭售 

分 类 号：G843[文化科学—体育训练]