基于大型体育赛事的定价法理和规制

Pricing Theory and Regulation of Great Sports Events

大型体育赛事定价基于市场主体,属于依附市场主体规律、赛事成本和品牌价值的自主营销范畴。适度的价格干预对体育赛事品牌、消费者权益乃至社会市场秩序与调控策略具有重要影响。政府在不干涉市场主体自主经营的前提下,应促使体育赛事公开合理地进行定价活动,并对违法行为进行及时规范干预。

The pricing of great sports events is based on market subject rules,competition cost and the independent marketing scope of brand value.Appropriate pricing intervention has great influence on sports competition brand,consumer’s rights and market order and adjustment strategies.Given the government does not intervene the independent operation of the market subjects,the open pricing should be conducted for the sports competition and the illegal actions should be regulated in time.