2010年亚运会篮球比赛门票定价理论研究.doc

2010年亚运会篮球比赛门票定价理论研究摘 要:现代 经济学认为:体育比赛实质上是一种商品,它具有商品的各种属性,例如:价值。既然比赛 有了其本身所蕴含的价值,人们如若需欣赏比赛,那么就必须付出一定的等价物品来换取欣 赏比赛的权利,其中最为普遍的等价物品就是货币资本。由于现今所有的赛事门票定价策略 都是源于成本加利润策略,但这种策略现在看来具有孤立性的缺陷,所以希望摒弃原有的财 务角度,拟从纳什均衡的角度阐述2010年广州亚运会篮球比赛门票定价策略,为今后篮球赛 事门票定价策略提供一个新的思路与方法,并以期为广州2010年亚运会的篮球比赛门票定价 的决策提供新的理论依据与价值参考。 关键词:篮球;广州亚运会;定价;贝特兰德模型 中图分类号:G80-05文献标识码:A文章编号 :1007-3612(2009)08-0030-03 Analysis On the Ticket Pricing Strategy of Basketball Competiti ons in 2010 Asian Games in the Perspective of Nash Equilibrium SHI Feng?yun?1, WU Guo?zheng?2, JIANG Chang?yong?3, ZHOU Na?4 (1. Heilongjiang University, Harbin150080, Heilongjiang China; 2. Beijing Sport University, Beijing100084, China; 3. Wuhan Uni versity of Science and Technology, Wuhan 430081, Hubei China; 4. LonghuaBasketball Club, Harbin150000, Heilongjiang China) Abstract: With the mathematical modeling and economic disciplines development, p eople’s understanding of games is getting close to the nature of its commodity e conomy, while western scholars have become more frequently building mathematicalmodels to come for more detailed description and research. In modern economics,sports is essentially a commodity, it has various attributes of commodity, suchas value. As game has its own inherent value, when people want to enjoy games,they must pay a certain amount of equivalent goods in exchange for the right toenjoy the game, the most common of which is the monetary equivalent of capital g oods. All the events ticket pricing strategies are derived from cost?plus strat e gy, but this strategy now appears to have defective of isolation, so we hope togive up the original financial view, and from the Nash equilibrium to present th e 2010 Guangzhou Asian Games basketball competitions’ ticket pricing strategy fo r the coming basketball tournament ticket pricing strategy, to provide a new wayof thinking and methods, and a new theoretical basis and reference value for th e 2010 Asian Games basketball co