2010年亚运会篮球比赛门票定价的理论分析

Analysis On the Ticket Pricing Strategy of Basketball Competitions in 2010 Asian Games in the Perspective of Nash Equilibrium

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。

With the mathematical modefing and economic diseiphnes development, people＇s understanding of games is getring close to the nature of its commodity economy, while westem scholars have become more frequently building mathematical models to come for more detailed description and research. In modem economics, sports is essentially a commodity, it has various attributes of commodity, such as 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 to enjoy the game, the most common of which is the monetary equivalent of capital goods. All the events ticket pricing strategies are derived from cost-plus strategy, but this strategy now appears to have defective of isolation, so we hope to give up the original financial view, and from the Nash equilibrium to present the 2010 Guangzhou Asian Games basketball competitions＇ ticket pricing strategy for the coming basketball tournament ticket pricing strategy, to provide a new way of thinking and methods, and a new theoretical basis and reference value for the 2010 Asian Games basketball competitions＇ ticket pricing strategy.