国外体育赛事门票价格策略及启示

Foreign Sports Tickets Price Strategy and Enlightenment

通过对国外体育赛事门票价格在制定实践过程中,所采用的价格弹性、市场细分、价格歧视、让利、赛事高峰、"捆绑"营销等方面的成功策略进行研究。以及对我国当前体育赛事门票价格存在的问题,提出解决思路。并指出我国体育赛事门票价格制定策略中,学习与借鉴国外成功经验,从市场调研、发展环境、以人为本、赛事基础等方面进行理念创新与实践探索。获得的启示是:其一,重视市场调研与价格测算;其二,完善市场体系,尊重市场规律;其三,以人为本,尊重消费者;其四,夯实体育赛事基础,提升体育赛事质量;其五,经济效益与社会效益的有机结合。以期为促进我国体育赛事运营管理水平提高以及体育表演市场的繁荣与发展提供有益借鉴。

Admission prices based on sports events abroad in developing practice, adopted by the price elasticity,market segmentation,price discrimination,benefit and competition peak, " bundling" marketing strategy for success in research.As well as to the problem of the current sports tickets price in our country,puts forward the train of thought. And point out that our country sports tickets price strategy,study and draw lessons from foreign successful experience,from market research,development environment,it is with the person this,event based concept innovation and practice exploration.Gain enlightenment is: first,pay attention to market research and price is calculated; Second,perfect the market system,respecting the rule of the market; Third,people-oriented,respect for the consumer; Fourth, strengthen sports foundation, improving the quality of sports events; Fifthly, the combination of economic and social benefits.In order to promote our country sports event operation management level and sports performance market prosperity and development to provide the beneficial reference.