| 价格歧视策略在奥运会门票定价中的运用 |
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| 引用本文： | 韩开成,刘杰,王健.价格歧视策略在奥运会门票定价中的运用[J].天津体育学院学报,2005,20(1):79-81. |
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| 作者姓名： | 韩开成 刘杰 王健 |
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| 作者单位： | 1. 郑州大学,体育学院,郑州,450044
2. 河南师范大学,体育学院,新乡,453007 |
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| 摘 要： | 方法:运用文献资料法、逻辑分析法和数学模型法,对奥运会门票的定价策略进行研究。结论:单一价格下,观众获得消费者剩余和门票销量有限,其并不是理想的定价策略;为了剥夺消费者剩余,吸引潜在观众购买门票,以获得“额外”利润,奥组委通常会采取价格歧视策略;价格歧视分为三级,即一级、二级和三级价格歧视,它们在奥运会门票定价中分别具有不同的作用。建议:借鉴前几届奥运会及其他重大国际比赛的门票定价和销售经验,认真研究世界各地的观众消费特征,科学地预测和绘制观众的需求曲线,合理地运用价格歧视策略,以及综合运用价格歧视策略与其他定价策略,以确保实现北京奥运会门票收入目标。
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| 关 键 词： | 价格歧视 奥运会 门票 价格 |
| 文章编号： | 1005-0000(2005)01-0079-03 |
| 修稿时间： | 2004年4月26日 |
The Application of the Strategy of Price Discrimination in the Olympic Games Admission Tickets |
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| HAN Kai-cheng,LIU Jie,WANG Jian.The Application of the Strategy of Price Discrimination in the Olympic Games Admission Tickets[J].Journal of Tianjin Institute of Physical Education,2005,20(1):79-81. |
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| Authors: | HAN Kai-cheng LIU Jie WANG Jian |
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| Institution: | HAN Kai-cheng1,LIU Jie1,WANG Jian2 |
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| Abstract: | Used the methods of documentary, logic analyses and mathematics models, the authors had carried out the research on price-setting strategies of the Olympic Games' admission ticket. The authors draw the conclusions as followings: with the single price, the audience get their consumer surplus, but it may lose some potential audience, so it is not the most perfect price strategy; to capture its customers' consumer surplus and attract potential customers, the price discrimination strategy will be adopted which can take three broad forms called first-, second-, and third-degree price discrimination. The authors also suggested that we should draw lessons and experience from other countries which had held Olympic Games or other important international games, deeply research world-wide audience's consumption characteristic, estimate with draw the audience's need curve, and reasonably make use of the price discrimination strategy to realize target of the Peking Olympic Game admission ticket income. |
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| Keywords: | price discrimination the Olympic Games admission ticket price |
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