试析第16届亚运会门票定价问题——基于大型综合赛事门票定价体系的计量模型分析

Analysis on the Ticket Pricing of the 16^th Asian Games—Based on the Econometric Model of Large-scale Multi-sport events’ Ticket Pricing System

摘要: 第16届广州亚运会在历时16天的赛程结束后,于2010年11月27日圆满闭幕,这是继奥运会后我国首次再度举办的超大型综合赛事。赛事票价作为赛事收入的重要组成部分与消费者息息相关,向来是关注的热点。而在前期,公众对官方公布的比北京奥运会还要高的广州亚运会开闭幕式门票有所质疑。运用统计调研、计量分析并综合以往研究结论,对这一高票价现象进行多方面的经验论证及实证分析,解释广州亚运会高票价的原因及合理性,对于赛事定价的研究结论也可为今后的大型综合赛事定价提供参考。

Abstract: The long-awaited 16th Asian Games has closed on November 27,2010 during the 16 days of exciting schedule which is China's first re-organized large multi-sport event following the Beijing Olympic Games.However,in the early stage of Guangzhou Asian Games,the public questioning for official ticket of opening and closing ceremonies of Guangzhou Asian Games is even higher than that of Beijing Olympic Games.Through using the method of statistics,quantitative analysis and the conclusions of previous studies,this paper explains the reason and rationality of high fares of Guangzhou Asian Games.The conclusions of event pricing can also provide theoretical basis for the future large-scale multi-sport event pricing.