大数据时代体育场馆余裕时间动态定价研究  

Research on the Development of Intelligent Sports Goods based on the Principle of Economics

作　　者：傅钢强[1] 杨明[2] 

机构地区：[1]浙江农林大学体军部,临安311300 [2]杭州师范大学体育与健康学院,博士杭州310016

出　　处：《体育与科学》2017年第2期90-98,107,共10页Sports & Science

摘　　要：长期以来,我国体育场馆主要采取边际成本定价法、目标效益定价法和需求导向试错法这三种定价方式。根据微观经济学分析,单一定价策略不仅会造成场馆资源的浪费,导致诸多体育场馆入不敷出,而且会影响体育消费者的体育需求,损坏正常的社会福利。本研究根据前期成果提出的大数据技术对体育场馆余裕时间的利用,运用数理统计和概率论对体育场馆的定价策略重新做了一番探讨。结果表明:1)研究认为利用多阶段动态博弈等方法制定出的动态价格策略不仅可以在降低场馆运营压力的情况下增加场馆利润,而且可以通过价格调整有效保证消费人数总量的增加和平稳,从而提高场馆的社会和经济效用函数;2)通过对杭州某某大学游泳馆的实证分析,根据消费人数制定的动态价格机制可以使一部分价格敏感人群改变锻炼时间,从而提高场馆余裕时间的利用率。研究建议杭州某某大学游泳馆λ的取值范围最好是在1.21和2.78之间,此时游泳馆的经济效用函数Ua比重较大,且游泳爱好者不但不会感到拥挤,而且能享受到周边良好的运动氛围。For a long time, China＇s sports venues mainly take three pricing methods, which includes the Marginal cost pricing method, the Target benefit pricing method and Demand--oriented trial and error method. According to the analysis of microeeonomies, it said that single pricing strategy will not only cause the waste of venues resources, resulting in many stadiums break the pale, but also affect the needs of sports consumer, therefore, the normal social welfare will be damaged. This research makes deep probeinto the pri- cing strategy of the stadium, basing on the large data technology which proposed in the previous research, using the mathematical statistics and probability theory. The results shows that： 1 ） It is suggested that the dynamic price strategy which developed by the method of multi--stage dynamic game, can not only increase the profit of the sports venues under the circumstance of reducing the operating pressure of the stadium, but also can increase the total amount of the consumers by price adjustment, so as to improve the stadium＇s function of social and economic utility. 2）Through the empirical analysis of the swimming pool in a university in Hang- zhou, we know that the making of dynamic price mechanism based on the number of consumers can make part of the people who are price--sensitive to change exercise time, so as to improve the utilization of the sports venues. It is suggested that the range of ＂of the swimming pool in Hangzhou University should be between 1.21 and 2. 78, because at this point, the Economic utility function ＂Ua＂ of the swimming pool take a greater proportion, and the swimming enthusiasts can not feel the crowded, but enjoy the better atmosphere of exercise.

关 键 词：大数据时代 体育场馆 余裕时间 定价 

分 类 号：G80-052[文化科学—运动人体科学]