奥运会非市场价值的内在机理、效应表现、作用机制与引导策略——基于主办城市视角

The Internal Mechanism,Effect Performance,Function Mechanism and Guiding Strategy of Non-market Value of Olympic Games:Based on the Perspective of the Host City

奥运会非市场价值是奥运会价值的重要组成部分,对于证明公共支出的正当性具有重要意义。通过对国内外的文献梳理分析得出,奥运会非市场价值是奥运会所表现出来的能够符合人的物质需求或提供心理满足,但不可在市场上流通变现的积极意义和有用性。奥运会非市场价值根源于奥运会的公共物品性和正外部性,体现消费者剩余。基于主办城市视角,奥运会非市场价值效应表现可从物质环境、精神文化和情感智力等3个方面进行归纳,其作用机制为:以政府为平台,以主办城市区域发展为介质,改善居民在各个层面上的生活境遇,最终以提高居民福祉为落脚点。鉴于此,全面激发基于主办城市视角奥运会非市场价值的正面效应,可采取发挥政府平台作用、调动市场主体力量、有效利用社区资源、发挥居民主动积极性、触发媒体策略性合作和普及青少年奥运教育等引导策略。

The non-market value of the Olympic Games is an important part of the value of the Olympic Games,which is of great significance to prove the legitimacy of public expenditure.Through reviewing the literature at home and abroad,this article indicates that the non-market value of the Olympic Games is the positive significance and usefulness of the Olympic Games,which can meet people's material needs or provide psychological satisfaction,but can not be realized in the market.The non-market value of the Olympic Games is rooted in the nature of public goods and positive externality of the Olympic Games,which reflects the consumer surplus.From the the perspective of the host city,the non-market value effect of the Olympic Games can be summarized into three aspects:material environment,spiritual culture and emotional intelligence.The non-market value of the Olympic Games takes the government as the platform and the regional development of the host city as the medium,so as to improve the living conditions of the residents in all living areas,and ultimately improve the welfare of the residents.In view of this,to fully stimulate the positive effect of the non-market value of the Olympic Games based on the perspective of the host city,we can take such guiding strategies as giving full play to the role of the government platform,mobilizing the main force of the market,making effective use of community resources,giving full play to the initiative of residents,triggering the strategic cooperation of the media and popularizing the Olympic education for teenagers.