职业体育赛事非市场价值的内涵、变化机理及评估方法  

The Connotation,Change Mechanism and Evaluation Method of the Non-Market Value of the Professional Sports Events

作　　者：苑琳琳[1] YUAN Linlin(College of Physical Education,Huaqiao University,Xiamen 361021,China)

机构地区：[1]华侨大学体育学院,厦门361021

出　　处：《体育与科学》2022年第4期29-35,共7页Sports & Science

摘　　要：以国外“公共资金补贴职业体育是否合理”的争议为开端,体育领域拉开了对非市场价值探讨的帷幕。职业体育赛事是体育领域中具备非市场价值的典型代表,以之为研究对象,深入考究非市场价值如何形成、怎样变化并寻找评估方法开展评估,于我国职业体育事业的管理决策具有重要参考价值。运用文献资料与逻辑分析的方法,运用经济学的原理,从社会福利的两条获得渠道入手分析认为:职业体育赛事是体育服务的一种,由于其外部性它能够间接地产生社会效益,给人们带来非经济福利,并因此具备非市场价值,非市场价值的高低取决于消费者剩余多少的实质。变化的规律是:随着产品数量、质量的升降,消费者剩余因“边际效用”的不断变化而变化,进而引起非市场价值的不断变化。最后,详细地介绍了通过问卷调查获取影响价格的体育产品非市场价值的评估方法——CVM法,并提出研究展望。Beginning with the controversy of“whether it is reasonable to subsidize professional sports with public funds”abroad,the non-market value has been brought up in a discussion in the field of sports.Professional sports events are the typical ones with non-market value in the field of sports.Taking professional sports events as the research object,the analysis results of researching the formation and change of the non-market value and the evaluation by an appropriate method are of great reference value for the management and decision-making of China’s professional sports cause.Through documentary research and logical analysis and following the economic principle,this paper analyzes the professional sports events through two channels to obtain social welfare and holds the view that:a professional sports event is classified as a sports service;it can indirectly produce social benefit with its nature of externality,bring people non-economic welfare,and thus has a non-market value which is decided by the consumer surplus.This paper also finds the change rule of the non-market value that with the higher or lower quantity and quality of the products,the non-market value will change as a result of consumer surplus changing along with the constant change of the“marginal utility”.Finally,this paper introduces CVM,a technique used to evaluate the non-market value of the sports products which obtain their shadow prices through questionnaire surveys,and puts forward prospects for future research.

关 键 词：职业体育赛事 非市场价值 形成 变化机理 评估 CVM法 

分 类 号：G80-052[文化科学—运动人体科学]