摘要
体育赛事定价不仅是营销的关键环节,更是主办方和消费者之间具有法律意义的市场行为。体育赛事定价属于市场主体依据市场规律、品牌价值和赛事成本的自主经营范畴。但是,当体育赛事价格的确定和调整行为构成对体育赛事品牌、消费者权益乃至社会市场秩序的负面影响之时,适度的价格干预成为一种必要。政府在体育赛事活动中充当议价主体、监督主体和救济主体等多重身份,在不干涉市场主体自主经营的前提下,维护体育赛事定价活动的公开、合理,并对违法行为进行及时规制。干预应当秉承区分干预原则,通过行业协会监督职能完善、事后救济制度完善以及市场化引导规范的确立,实现体育赛事定价市场行为的有序进行。
Sports event pricing is not only the key link of sports ior between the organizers and consumers. Generally speaking, event marketing, but also the legal significance of the market behav- the price of sports events is a market subject to operate independent- ly, considerations include market rules, brand values and event costs. However, when the price behavior of sports events has a neg- ative impact on the brand of sports events, the interests of consumers and the social market order, the appropriate price intervention becomes a necessity. In sporting activities, the Government acts as a subject of bargaining, the main body of supervision and the re- lief subject. Under the premise of the independent operation of the market subject, the government maintains the sports event pricing activities smoothly. Intervention should be based on the principle of distinction, through the perfect system of sports events such like trade association functions, relief system, and market guide specification, to achieve the orderly conduct of the market.
出处
《体育与科学》
CSSCI
北大核心
2016年第1期100-105,共6页
Sports & Science
基金
西南政法大学教改项目专项基金支持
项目号:2010-XQZN40
关键词
体育赛事定价
市场边界
国家干预
体育市场化
价格
sports event pricing
market boundary
state intervention
sports marketing
price
