商业性体育赛事承办权交易价格形成机制研究
发布时间：2019-01-28 12:02
【摘要】：体育赛事产权交易的相关研究日益引起学界和业界的重视,商业性体育赛事承办权交易价格的相关研究还是一个相对新兴的领域。本文在对商业性体育赛事承办权的产权特征、产权交易特征、承办权的价值源泉与影响因素进行探讨的基础上,通过17份承办权交易相关协议(合同)和20余篇密切相关的赛事研究文献进行文献分析的基础上提炼出了商业性体育赛事承办权交易价格的影响因素初级体系,并对指标体系的因素重要性程度进行了专家的调查统计。在此基础上,基于广义价格理论机制对商业性体育赛事承办权交易价格的形成机制进行了系统的梳理,构建了商业性体育赛事承办权交易价格形成机制模型。主要研究结论如下:第一,产权归属清晰、以“市场化”为主导运作方式、盈利是重要目的、交易是价值实现的通道是商业性体育赛事的重要属性。商业性体育赛事承办权具有私有产权属性、具有排他特征、具有权利有限性、可交易性、可分割性;从交易价格理论视角,商业性体育赛事作为一种无形的产权资本,其价值来源根本是人的劳动,包括广大的直接生产者和媒体背后的间接生产者,尤其是广大的赛事观众(眼球注意力),商业性体育赛事承办权的价值很多时候决定于特殊劳动而非一般劳动;第二,商业性体育赛事承办权具有以下产权特征:商业性体育赛事承办权是一种非实物财产;是能够实现价值增值的资产;是一种累积与依赖性极强的资产;一般情况下体现为组织消费的特征;价值实现存在不确定性;稀缺性商业体育赛事承办权是相对稀缺的经济资源;是一种预支性资产;是内容综合的资产。通过调查得出:转播权保护、赞助权益保护、赛事在同项目赛事中的级别、赛事参与的明星运动员的级别与数量、赛事吸引的媒体数量与级别、赛事的规模、赛事传播覆盖的人口、赛事传播覆盖的地域、项目受重视程度、运动员奖金、合同费用、实施费用、当地的政府支持力度、申办方的赛事运营能力、申办方的赛事开发能力、竞争对手的实力等是影响赛事承办权交易价格的重要因素,且重要性程度有所不同。第三,从赛事承办权的交易角度考虑,商业赛事承办权在交易中体现出交易主体的两重性,交易的多元组合性带来产权转移的不完整性,稀缺性商业赛事交易的相对垄断带来赛事交易的强附加性,交易的“后验性特征”引发赛事承办方的再投入性,较高的信息不对称性和资产专用性等特征。商业性体育赛事价格形成机制过程中主要作用机制有成本机制、供求机制、信息机制、博弈机制等。第四,成本在交易中起到基点的作用,包括直接生产成本、交易费用和显隐并存的外部成本;供需机制是商业性体育赛事承办权交易价格形成的分析工具,在供需特性上稀缺性商业赛事呈现出“供需弹性”双低的特性;在商业性体育赛事承办权交易中广泛存在着信息不对称问题并引致价格的变动;商业性体育赛事承办权交易价格受到博弈机制的影响,在协议交易方式中商业赛事的承办权交易呈现出“讨价还价”博弈(不完全信息的非合作动态博弈)。而通过招投标进行的赛事承办权交易,其博弈的主体增多,承办权交易方式体现为提交申办报告竞标的方式,是一种竞标博弈(不完全信息的非合作静态博弈)。商业性体育赛事承办权交易价格受到供求机制、成本机制、信息机制与博弈机制的影响,在综合分析的基础上得出赛事承办权价格机制公式:赛事承办权交易价格=赛事的成本(赛事转让方)+赛事的交易费用(赛事转让方)+未来收益分享(广告、赞助出让折价)+博弈价格(与竞争对手、赛事所有者的价格博弈)
[Abstract]:The related research of the property right transaction of sports events has attracted more and more attention from the academic field and the industry, and the related research on the transaction price of commercial sports events is a relatively new field. On the basis of the study of the property right characteristic, property right transaction characteristic, the value source and the influence factors of the commercial sports event bearing right, Based on the literature analysis of 17 related agreements (contracts) and more than 20 related events, the paper analyses the influence factors of the transaction price of commercial sports events. The paper also carries on the expert's investigation and statistics on the importance degree of the index system. On this basis, based on the generalized price theory mechanism, the mechanism of the mechanism of the transaction price of the commercial sports event is analyzed, and the mechanism model of the transaction price of the commercial sports event is constructed. The main research conclusions are as follows: First, the ownership of the property right is clear, the 鈥淢arketization鈥，
本文编号：2417042
[Abstract]:The related research of the property right transaction of sports events has attracted more and more attention from the academic field and the industry, and the related research on the transaction price of commercial sports events is a relatively new field. On the basis of the study of the property right characteristic, property right transaction characteristic, the value source and the influence factors of the commercial sports event bearing right, Based on the literature analysis of 17 related agreements (contracts) and more than 20 related events, the paper analyses the influence factors of the transaction price of commercial sports events. The paper also carries on the expert's investigation and statistics on the importance degree of the index system. On this basis, based on the generalized price theory mechanism, the mechanism of the mechanism of the transaction price of the commercial sports event is analyzed, and the mechanism model of the transaction price of the commercial sports event is constructed. The main research conclusions are as follows: First, the ownership of the property right is clear, the 鈥淢arketization鈥，
本文编号：2417042
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