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1.
The growth of the secondary ticket market has given sport managers a new way to understand consumer demand for tickets. In the secondary market, transaction prices and the number of transactions are highly variable and respond directly to consumer preferences, making it ripe for exploration. Using secondary market data for the NFL provided by a secondary market firm, the purpose of the current study is to understand a variety of traditional sport economics issues such as demand, consumer surplus, and pricing (in)efficiency. Results show that secondary market prices, instead of number of transactions, respond to the factors commonly associated with consumer demand. Further, the data indicate that teams may be able to sell 20,000 additional seats for each game. However, given that teams cannot easily add this number of seats (and may not want to given the NFL's blackout rule), there is approximately $260,000 in consumer surplus per game that is captured by resellers. 相似文献
2.
As a result of the occasional unethical business practices of its members, such as price gouging and ticket fraud, the secondary ticket market for sporting events has struggled to gain legitimacy from the perspective of leagues, teams, and consumers. However, as this industry has grown exponentially in the past decade with the advent of the Internet, entities that resell tickets have implemented several strategies for improving the negative images resulting from these unethical practices. As primary and secondary ticketing operations continue to merge through secondary market sponsorships, teams and other sport properties must carefully consider public perceptions of this market before determining their own level of involvement with it. Understanding what strategies the members of the secondary market use to repair and enhance these perceptions is the first step in making that judgment. The purpose of this study was to examine the legitimacy-building strategies in a National Football League (NFL) market for each segment of the secondary ticket market (scalpers, licensed ticket brokers, and secondary ticket market websites). Additionally, a new strategy for legitimacy-building (legitimacy acquisition) is also presented. 相似文献
3.
论价格歧视理论在我国职业足球联赛门票定价中的应用 总被引：1，自引：0，他引：1
门票作为俱乐部主要的收入来源,其定价方法应该以更灵活多变的形式出现,以此来吸引更多不同人群、不同消费层次的观众.二、三级价格歧视在我国职业足球联赛门票定价中分别具有不同的作用,我国的职业足球俱乐部应该借鉴国内外体育比赛的门票定价策略和销售经验,认真研究我国体育消费者的消费特征和消费市场,应该研究运用怎样的价格歧视对俱乐部和消费者最有利,从而使球队比赛门票的需求与供给达到均衡、俱乐部获得最大利润、消费者得到最大满足,从而使整个职业足球市场化达到最优状态. 相似文献
4.
“黄牛票”在体育赛事中是一种屡见不鲜的现象了,随着赛事规模和含金量不断提高,“黄牛票”现象愈加严重。在2017英雄联盟全球总决赛门票销售过程中,“黄牛票”现象更是到达了“顶峰”状态。借此,文章运用文献资料法和逻辑分析法,基于供求理论阐释体育赛事中的“黄牛票”现象,研究结果表明:体育赛事门票的供需失衡是“黄牛票”产生的一个主要原因,并通过分析2017英雄联盟全球总决赛案例,发现导致“黄牛票”产生的原因包括赛事举办地、电竞爱好者的情怀、高额利润空间和市场福利机制四个因素以及后续“黄牛票”现象所产生的负面影响,并以此提出合理监管,减少“黄牛票”现象;制定严谨的购票方式;倡导消费者理性消费的应对策略。 相似文献
5.
订价策略是体育市场营销组合的重要组成部分。运用文献资料、逻辑分析等研究方法 ,结合微观经济学、体育市场营销学等理论 ,根据体育产品的特点 ,对体育产品的订价目标、影响订价的因素、订价方法、订价技巧进行了论述。认为企业处于不同的发展阶段和处在不同的市场环境 ,应该制定不同的订价目标 ;影响体育产品订价的因素包括成本费用、销售数量、资金周转、价格弹性和同类产品的竞争等 ;介绍了盈亏平衡点、成本加成订价方法 ,提出了渗透订价、撇脂订价、时段订价、消费者区割订价等订价技巧 ,供有关决策者参考 相似文献
6.
体育服务市场定价的客观依据与模式 总被引：7，自引：0，他引：7
翁飚 《天津体育学院学报》2000,15(2):30-34
体育服务价格是体育服务市场中体育服务带来的非物质形态的特殊使用价值所表现的货币形式。当前,我国体育服务价格主要是实行市场价格。通过对体育服务市场价格的构成要素以及体育服务市场供求与价格关系的分析,拟出体育服务市场中各子市场的定价模式,阐明国家对体育服务价格管理的基本原则,并提出健全我国体育服务市场价格机制的几条措施。 相似文献
7.
Joris Drayer 《Sport Management Review》2011,14(3):226-236
The secondary ticket market has existed for decades. Historically, this industry has been dominated by street scalpers located outside of venues and by local and regional ticket brokers. These individuals often took advantage of uninformed consumers and charged extremely high prices or sold fraudulent or misrepresented tickets. Subsequently, state governments created laws protecting consumers from such behavior. More recently, however, this industry has grown as the Internet has facilitated transactions in a safe and secure environment which has led to the increased legitimacy of the industry. Despite this growth in size and sophistication, existing anti-scalping laws remain. Given the significantly altered form of the industry, it is important to examine the appropriateness of these laws and their effect on current industry practices. The findings of the current study suggest that these laws do little to accomplish what they were originally set out to do: protect consumers. Instead, they serve as minor inconveniences for those engaging in ticket resale and major frustrations for those attempting to enforce the laws as written. 相似文献
8.
大学生体育消费现状及其影响因素 总被引：56，自引：1，他引：55
对10所高校文、理科843名大学生的问卷调查，了解目前大学生的体育消费状况及影响大学生体育消费的主要因素。结果表明：按照消费水平的高低，排在大学生体育消费前5位的分别为运动服装、健身娱乐场馆门票、运动保健饮料、体育报刊杂志、小型运动器材；而性别、生源地域、体育兴趣、运动参与、体育消费品的价格是影响大学生体育消费的主要因素。 相似文献
9.
改革开发以来,我国体育服务价格的定价经历了从政府计划指导价到市场定价的过程。但是,由于市场经济体制的不完善,在定价机制的转变过程中还存在一些亟待解决的问题。本文首先介绍我国体育服务业的现状,然后,根据体育服务业的性质和价格理论,分析体育服务业的定价依据,并从体育竞赛表演业、体育教育培训业和体育健身娱乐业三个方面分别讨论其定价策略,为我国的体育服务业的定价提供一定的借鉴。 相似文献
10.
通过文献资料调研、现场访谈、问卷调查和现场观察等研究方法，对中国6个职业排球俱乐部的门票营销现状进行了调查，并结合市场营销学的4PS策略，分别对影响门票营销的产品、价格、渠道和促销4个主要因素进行分析和研究，提出了相应的营销策略。 相似文献
11.
《Sport Management Review》2015,18(3):436-447
Although the fact that sports lottery has become a prevalent phenomenon, it remains an under-researched area in sport management literature. Based on Conlisk's (1993) theory on the utility of gambling, an econometric model of demand for sports lottery gambling was constructed. The model assumes an experiential utility associated with sports lottery gambling, and proposes that rational consumers are mainly motivated by product attributes and marketing variables. The model is empirically examined by using a set of draw-to-draw sales data of a sports lottery in China. Time series analyses were conducted to analyze the determinants of sports lottery demand. This study revealed that ticket composition had considerable impact on the demand after partialling out information through the inclusion of an ex-post Prediction Difficulty Coefficient in the regression model. Eight percent of variance in the demand for sports lottery was found to be associated with ticket composition variables. The results provide additional evidence to the existing literature on sports gambling as consumption. The notion that nonmonetary activities associated with sports lottery gaming have a consumption value has considerable implications in terms of designing lottery products and delivering value to its consumers. 相似文献
12.
大学生体育消费的现状与对策研究 总被引：1，自引：0，他引：1
郑真 《体育科技文献通报》2007,15(7):98-100,102
本文运用文献资料法、问卷调查法,对浙江省三所高校大学生参与体育消费的现状进行了深入调查分析与研究。结果表明:大部分大学生表示愿意进行体育消费,大学生喜欢购买的体育用品依次为:体育服装;鞋;帽;运动饮料;体育器材;体育报刊;书籍;音像;观赏体育比赛门票。影响大学生体育消费的因素依次为:经济状况;学业忙;空闲时间少;体育场馆少;人的生理惰性;无人指导;缺乏体育消费意识。 相似文献
13.
14.
职业竞赛门票定价的理论研究 总被引：12，自引：3，他引：9
史兵 《天津体育学院学报》2001,16(4):23-25
职业竞赛门票收入是俱乐部的主要收入来源,各个职业俱乐部都在门票定价上作了大量工作.文章采用文献资料和逻辑分析的方法,对职业竞赛的门票定价原则、价格歧视的运用等问题进行了分析,结论:职业俱乐部处于垄断市场结构下,可以采用价格歧视政策获取最大收益,并提出了门票定价中应注意的问题. 相似文献
15.
《Sport Management Review》2020,23(2):330-347
Akin to other sports, professional tennis is urged to adopt a consumer-centred strategy and understand the influence of the star status of elite players on demand for its core product. Measuring the impact that tennis players have on demand for match attendance remains a key element towards achieving that goal. Using data from the Australian Open ticket sales, the authors demonstrate how individual players have influenced stadium attendance at the Grand Slam. Findings indicate that some players are associated with a strong positive impact on demand for tickets, above and beyond their performance ratings, reflecting their value to the Australian Open. The authors discuss how this star status can be used to inform business decisions related to tournament management, match scheduling, and determining player appearance fees, to ultimately drive better commercial outcomes and deliver a world-class sporting event. The findings have implications for tournament organisers, player managers and those that market player activities. 相似文献
16.
体育消费需求与消费供给均衡的研究 总被引：2，自引：0，他引：2
以体育消费需求与消费供给为切入点，论述了体育消费市场的均衡及影响体育消费需求与供给变化的因素，指出现阶段我国体育消费市场存在着需求与供给总量失衡、需求与供给结构失衡、需求与供给区域失衡的问题，并提出实现体育消费需求与供给均衡的措施。 相似文献
17.
全国女排联赛河南主场现场消费者的调查 总被引：1，自引：0，他引：1
采用问卷调查对2005赛季河南女排主场现场消费者的人口特征、获取门票的途径、获取比赛信息的途径、群体构成、消费经历、愿意承受的门票价格、居住地与体育馆的距离、到达体育馆的方式等进行了调查.结果表明:河南女排主场现场消费者的人口特征相对于2003赛季有了一些新变化;比赛信息传播途径主要为人际关系、报纸和街道广告;个人购票已经成为观众获取门票的主要方式等.建议河南女排主场组委会在进行广告宣传时应该以体育馆为中心,以2～20 km的覆盖范围为主;广告宣传的媒介则应该以地方性报纸、传单或户外广告为主等. 相似文献
18.
《Sport Management Review》2016,19(2):227-239
This case study involving the New Zealand Breakers basketball team explores key factors relating to the home venues of sport teams. The case study is suitable for use in a variety of undergraduate courses such as sport management, sport marketing, and facility management. The New Zealand Breakers have two multi-purpose facilities within Auckland where home basketball games can viably be staged. Growing ticket demand and the opportunities associated with the larger and more modern of the two facility options have necessitated strategic thinking and decision making from Breakers’ management. They have not yet made a permanent move, but have chosen instead to move to the new facility gradually. There are several aspects of the ongoing transition period that require careful management to ensure the long-term success of the franchise. The Breakers’ management of the ongoing decision and transition are well-grounded in management, marketing, and facility management literature. As students consider the case, they will have the opportunity to think critically and consider theory in the context of a real professional sport franchise. A variety of questions and references are provided in the teaching note that can be used in conjunction with the implementation of the case study. 相似文献
19.
通过定性分析与定量分析相结合,对职业体育赛事上座率与门票收入的关系进行深入分析。以微观经济学为理论依据,论证了职业体育俱乐部赛事上座率与门票收入之间并没有显著的正相关关系。职业体育赛事上座率是市场供求平衡的结果,是一系列因素相互作用的体现,并不能将其作为门票收入的决定性因素,更不能将其作为职业体育俱乐部经营管理的目标。职业体育俱乐部在经营管理中,应制定合理的定价策略,使职业体育赛事的边际成本与边际收益相等,提升赛事质量,优化俱乐部服务,实现门票收入最大化。 相似文献
20.
Abstract The purpose of this study was twofold: (a) to replicate previous studies in which selected demographic and socioeconomic factors were examined as influences on socialization into youth sport and (b) to extend previous research by analyzing the effects of parental influence on involvement in and motivations toward sport. The range of focus in this study was from the time of the subjects' first encounter with organized sport through the senior year of high school. Data were obtained from direct administration of the questionnaire to twelfth-grade students in four Jackson, Mississippi, high schools. Regression analysis revealed that significant independent variables accounted for nearly 26% of the variance in sport involvement in one setting and nearly 10% of the variance in motivations toward involvement in sport and recreational activities. Subjects' gender, their fathers' past athletic experiences, and mothers' educational levels were the most influential independent variables. Influences varied between school sports and out-of-school sports and over the sports career of subjects. 相似文献