中国职业篮球竞赛市场的运行机制研究
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摘要
本研究在文献研究的基础上,采用社会调查、历史研究、比较分析相结合的研究方法,通过对我国职业篮球竞赛市场的界定、特征及功能、市场的形成与发展、市场的参与主体、市场的价格机制、供求机制、委托代理机制等方面的系统研究,以揭示出市场运行的内在机理和市场发展中存在的问题,并提出培育与完善我国职业篮球竞赛市场的应对策略与建议,为规范我国职业篮球竞赛市场秩序和市场主体行为的宏观决策提供理论参考依据。研究结论如下:
1.职业篮球竞赛市场是我国社会转型过程中的新兴市场,其市场特征在竞赛产品的性质、投资主体的角色、组织管理方式、收益方式等方面不同于我国传统篮球竞赛市场;在职业篮球竞赛市场的孕育过程、竞赛组织的核心目标、组织结构与控制权的配置、治理机制与管理规程、市场主体―职业篮球俱乐部制度等方面不同于西方市场经济发达国家职业篮球竞赛(NBA)市场。
2.我国市场经济体制的确立与发展、世界篮球运动职业化与奥运会的发展以及我国竞技体育体制改革的推动是市场生成与发展所依托的外部环境;职业篮球俱乐部的兴起为市场的生成与发展提供了微观主体,政府主导的竞赛体制则为市场的生成提供了支持平台;我国职业体育制度的政府主导型供给方式是目前职业篮球竞赛市场发展的“体制性约束”。
3.我国职业篮球竞赛市场存在两类供给主体即职业篮球俱乐部和职业篮球竞赛组织机构;前者是职业竞赛服务产品的供给主体,后者是无形资产类产品的供给主体;我国职业篮球竞赛市场的需求主体主要是球迷、赞助商、媒体和地方政府。体育中介服务机构主要承担赛事商务推广活动的中介代理。
4.价格机制体现在产品的价格表现形式、特性、定价影响要素和价格策略的选择等方面;“竞赛服务产品”的质量和CBA联赛的品牌是影响产品价格的关键要素;价格作用机理表现为:在局部市场上影响票房的收益,在整体市场上影响产业发展方略的选择,进而影响其市场的收益。前者的作用方式是影响个体消费者的消费行为,后者的作用方式则是影响商务消费者的消费行为,从现状上看,后者的收益远大于前者。
5.消费者的消费效用、产品的价格和消费者的偏好是个体消费者需求的主导因素;商务消费者的消费收益、产品的价格和体育中介服务机构的商务推广能力是商务消费者需求的主导影响;职业篮球竞赛产品供给具有一定的刚性特征;竞赛服务产品供给受职业篮球竞赛赛制安排、参赛球队数量和球员劳务供给状况的限制;“无形资产类”产品供给取决于CBA联赛无形资产和职业篮球俱乐部无形资产的开发和运营;我国职业篮球竞赛市场均衡过程中价格因素对市场供求均衡的作用有限,非价格因素成为市场供求均衡的要素;市场均衡特性表现为区域市场间的均衡价格差异显著和市场供求趋于非均衡状态。
6.职业篮球竞赛市场利益主体间应建立起相应的委托代理机制;美国(NBA)职业篮球竞赛市场通过激励和约束机制的设计和相应的制度保障构建了俱乐部业主与NBA总裁、俱乐部业主与俱乐部总经理两层委托代理机制;我国职业篮球竞赛组织机构与投资者之间的委托代理关系不清晰,职业俱乐部经理人与投资者之间尽管存在形式上的委托代理关系,但两者间缺乏通过制度、契约所建立的运行通畅的激励与约束机制;目前我国CBA联赛组织与赛事经营公司之间以有限合作的契约方式所建立起的委托代理机制,在委托代理关系的机制设计上具有创新价值。
7.我国职业篮球竞赛市场在市场结构与规模、市场运行机制、市场行为和市场外部环境等方面均存在着问题,其应对策略主要有:加快市场体系和市场要素的培育与完善;完善CBA联赛组织结构、市场主体建立起合理的产权制度和治理结构;创造良好的政策环境、制定与完善相关法律、法规、制度。
This study regards the function mechanism of professional basketball contest market as its main object. By documentary research, case study, contrast analysis, and investigation of the history, the thesis devotes to clarify the inherence mechanism and the problems of basketball market, which main consists of giving a definition of professional basketball contest market, its characteristics and function, its formation and development,its principal parts, its price mechanism, its supply and demand mechanism, and its commission-agency echanism .It aims at providing advice and staged for fostering and consummating professional basketball contest market in china, advancing the development of the microscopically decision theory and the practice of the basketball market. The main points are below:
1. The professional basketball market in china is the springing-up market, which characteristics are different from the traditional basketball market on the quality of contest product, the role of main investment body, the way of management and profit. Meanwhile, it is also different from the professional basketball market in western developed country on the building course of market, the core object of contest organization, the collocation of organization and domination power, the administration mechanism and management regulations, the principal body of market and the club system.
2. The current development environment of basketball market in china is the one combined by four aspects: the establishment and development of the market economy system in china, the professional transformation of basketball in the whole world, the development of the Olympic Games and the promotion of the reformation of system of competitive sports in china. The microcosmic body of the market is provided by the rise of professional basketball club; the sustaining flat of the market is provided by the government-oriented contest system; and the government-oriented supply pattern of is the systematic restriction of the current professional basketball contest market in china.
3. The professional basketball club and the professional basketball contest organization make up the professional basketball contest market in china. The former is the supply body of the professional contest product, while the latter is the supply body of the intangible asset product; the demand sides consist of fans, sponsors, media and local government. The intermediary’s system for sports plays an important role as agency to popularize the contest.
4. The price mechanism is elaborated by the following aspects, such as the price representation, the characteristics, the influence factor and the choice of price strategy; the quality of the contest-service product and the brand of CBA are the key basics influencing the price of product, which act as influencing the income of local market and having an impact on the direction of the whole market. The former will affect the consumption behavior of individual, while the latter will work on the consumption behavior of commerce. As far as it goes, the former have less income than the latter.
5. The dominant factors of individual demand are made up of the consumptive avail of consumer, the price of product and the preference of consumer. the dominant factors that influence the consumptive demand of commerce consists of the profit, the price of product and the efficiency of the intermediary’s agency for sports; the characteristic of rigidity is behaved by the product supply of the profession basketball contest ,for the demand and supply is restricted by the following aspects, that is the arrangement of contest system, the quantity of contestant and the supply of sports services; the supply of intangible asset depends on the exploitation and management of the intangible asset of CBA and the professional basketball club; the price factor has limited effect on the balance of supply and demand during the balance process of china professional contest market, instead, the non-price factors become the essential of the balance process; the characteristic of balance is behaved on the distinction of balance price among different areas and the decline to imbalance of the demand and supply of the market.
6. It is suggested that the commission-agency system should be established; the corresponding mechanism has been come into existence by NBA which constructs the double-deck mechanism by the promotion and restriction design and the system guarantee, which exist not only between the owner of club and the president of NBA, but also between the owner and the general manager of club. The commission-agency relationship of the professional basketball contest in china is not transparent between the organization and investor, and the relationship is more formalistic for the absence of the mechanism of promotion and restriction constructed by system and contract between the manager and the investor. At the present time, the commission-agency is constructed by contract between the organization of CBA league and the management company, which have the innovative value on the mechanism design.
7. It exist some problems in the professional basketball market in china, such as the structure and scale, the operation mechanism, the behavior and the environment of the market. The corresponding counter-measures are as follows: accelerating the cultivation of the system and the essential factors of the market; perfecting the organization of CBA and building the reasonable system of property right and the administration construction conducted by the body of market; creating the favorable environment of policy and setting down the corresponding rules and system.
1.职业篮球竞赛市场是我国社会转型过程中的新兴市场,其市场特征在竞赛产品的性质、投资主体的角色、组织管理方式、收益方式等方面不同于我国传统篮球竞赛市场;在职业篮球竞赛市场的孕育过程、竞赛组织的核心目标、组织结构与控制权的配置、治理机制与管理规程、市场主体―职业篮球俱乐部制度等方面不同于西方市场经济发达国家职业篮球竞赛(NBA)市场。
2.我国市场经济体制的确立与发展、世界篮球运动职业化与奥运会的发展以及我国竞技体育体制改革的推动是市场生成与发展所依托的外部环境;职业篮球俱乐部的兴起为市场的生成与发展提供了微观主体,政府主导的竞赛体制则为市场的生成提供了支持平台;我国职业体育制度的政府主导型供给方式是目前职业篮球竞赛市场发展的“体制性约束”。
3.我国职业篮球竞赛市场存在两类供给主体即职业篮球俱乐部和职业篮球竞赛组织机构;前者是职业竞赛服务产品的供给主体,后者是无形资产类产品的供给主体;我国职业篮球竞赛市场的需求主体主要是球迷、赞助商、媒体和地方政府。体育中介服务机构主要承担赛事商务推广活动的中介代理。
4.价格机制体现在产品的价格表现形式、特性、定价影响要素和价格策略的选择等方面;“竞赛服务产品”的质量和CBA联赛的品牌是影响产品价格的关键要素;价格作用机理表现为:在局部市场上影响票房的收益,在整体市场上影响产业发展方略的选择,进而影响其市场的收益。前者的作用方式是影响个体消费者的消费行为,后者的作用方式则是影响商务消费者的消费行为,从现状上看,后者的收益远大于前者。
5.消费者的消费效用、产品的价格和消费者的偏好是个体消费者需求的主导因素;商务消费者的消费收益、产品的价格和体育中介服务机构的商务推广能力是商务消费者需求的主导影响;职业篮球竞赛产品供给具有一定的刚性特征;竞赛服务产品供给受职业篮球竞赛赛制安排、参赛球队数量和球员劳务供给状况的限制;“无形资产类”产品供给取决于CBA联赛无形资产和职业篮球俱乐部无形资产的开发和运营;我国职业篮球竞赛市场均衡过程中价格因素对市场供求均衡的作用有限,非价格因素成为市场供求均衡的要素;市场均衡特性表现为区域市场间的均衡价格差异显著和市场供求趋于非均衡状态。
6.职业篮球竞赛市场利益主体间应建立起相应的委托代理机制;美国(NBA)职业篮球竞赛市场通过激励和约束机制的设计和相应的制度保障构建了俱乐部业主与NBA总裁、俱乐部业主与俱乐部总经理两层委托代理机制;我国职业篮球竞赛组织机构与投资者之间的委托代理关系不清晰,职业俱乐部经理人与投资者之间尽管存在形式上的委托代理关系,但两者间缺乏通过制度、契约所建立的运行通畅的激励与约束机制;目前我国CBA联赛组织与赛事经营公司之间以有限合作的契约方式所建立起的委托代理机制,在委托代理关系的机制设计上具有创新价值。
7.我国职业篮球竞赛市场在市场结构与规模、市场运行机制、市场行为和市场外部环境等方面均存在着问题,其应对策略主要有:加快市场体系和市场要素的培育与完善;完善CBA联赛组织结构、市场主体建立起合理的产权制度和治理结构;创造良好的政策环境、制定与完善相关法律、法规、制度。
This study regards the function mechanism of professional basketball contest market as its main object. By documentary research, case study, contrast analysis, and investigation of the history, the thesis devotes to clarify the inherence mechanism and the problems of basketball market, which main consists of giving a definition of professional basketball contest market, its characteristics and function, its formation and development,its principal parts, its price mechanism, its supply and demand mechanism, and its commission-agency echanism .It aims at providing advice and staged for fostering and consummating professional basketball contest market in china, advancing the development of the microscopically decision theory and the practice of the basketball market. The main points are below:
1. The professional basketball market in china is the springing-up market, which characteristics are different from the traditional basketball market on the quality of contest product, the role of main investment body, the way of management and profit. Meanwhile, it is also different from the professional basketball market in western developed country on the building course of market, the core object of contest organization, the collocation of organization and domination power, the administration mechanism and management regulations, the principal body of market and the club system.
2. The current development environment of basketball market in china is the one combined by four aspects: the establishment and development of the market economy system in china, the professional transformation of basketball in the whole world, the development of the Olympic Games and the promotion of the reformation of system of competitive sports in china. The microcosmic body of the market is provided by the rise of professional basketball club; the sustaining flat of the market is provided by the government-oriented contest system; and the government-oriented supply pattern of is the systematic restriction of the current professional basketball contest market in china.
3. The professional basketball club and the professional basketball contest organization make up the professional basketball contest market in china. The former is the supply body of the professional contest product, while the latter is the supply body of the intangible asset product; the demand sides consist of fans, sponsors, media and local government. The intermediary’s system for sports plays an important role as agency to popularize the contest.
4. The price mechanism is elaborated by the following aspects, such as the price representation, the characteristics, the influence factor and the choice of price strategy; the quality of the contest-service product and the brand of CBA are the key basics influencing the price of product, which act as influencing the income of local market and having an impact on the direction of the whole market. The former will affect the consumption behavior of individual, while the latter will work on the consumption behavior of commerce. As far as it goes, the former have less income than the latter.
5. The dominant factors of individual demand are made up of the consumptive avail of consumer, the price of product and the preference of consumer. the dominant factors that influence the consumptive demand of commerce consists of the profit, the price of product and the efficiency of the intermediary’s agency for sports; the characteristic of rigidity is behaved by the product supply of the profession basketball contest ,for the demand and supply is restricted by the following aspects, that is the arrangement of contest system, the quantity of contestant and the supply of sports services; the supply of intangible asset depends on the exploitation and management of the intangible asset of CBA and the professional basketball club; the price factor has limited effect on the balance of supply and demand during the balance process of china professional contest market, instead, the non-price factors become the essential of the balance process; the characteristic of balance is behaved on the distinction of balance price among different areas and the decline to imbalance of the demand and supply of the market.
6. It is suggested that the commission-agency system should be established; the corresponding mechanism has been come into existence by NBA which constructs the double-deck mechanism by the promotion and restriction design and the system guarantee, which exist not only between the owner of club and the president of NBA, but also between the owner and the general manager of club. The commission-agency relationship of the professional basketball contest in china is not transparent between the organization and investor, and the relationship is more formalistic for the absence of the mechanism of promotion and restriction constructed by system and contract between the manager and the investor. At the present time, the commission-agency is constructed by contract between the organization of CBA league and the management company, which have the innovative value on the mechanism design.
7. It exist some problems in the professional basketball market in china, such as the structure and scale, the operation mechanism, the behavior and the environment of the market. The corresponding counter-measures are as follows: accelerating the cultivation of the system and the essential factors of the market; perfecting the organization of CBA and building the reasonable system of property right and the administration construction conducted by the body of market; creating the favorable environment of policy and setting down the corresponding rules and system.
引文
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