The Study On Characteristics And Exploitative Strategy Of Ticket Market Of Sport Event

Attentive and favorable degree of community on service products of sport contest could be reflected by ticket market of sport event. Ticket market exploitation relates not only to box office, but also to exploitative effect of television broadcast income, advertisement, sponsor and business affairs, etc. Although the level of performing market of sport contest isn't developed in China, however, in view of astronomical population and rapid development of economy, ticket market exploitation of sport event has great potential.Confronted with the facts of opportunity and challenge of Beijing 2008 Olympic Games, it's urgent to study ticket market exploitation of sport event under the prosperous environment of developing vigorous market of sport contest.The study, started from ticket market's Characteristics, and comprehensively analyzed the steps of the box office exploitative process. In addition, based on the review of ticket market exploitation, the study put forward some exploitative strategy on ticket market of domestic sport event. Therefore, it is of great theoretical and practical value to explore characteristics and exploitative strategy of ticket market.(1) Sport event could be defined as an aggregate of athletic contest with biggish social influence power, and it's closely restricted by time, site, and contest regulation.(2) Ticket market accords with characteristics of monopoly market: which is characterized by unique working organization, peculiar product and exclusive generative organization. Demand curve of ticket market is equal to demand and supply curve. Marginal cost curve of sport event ticket shows: marginal cost of a ticket is approximately equal to zero if the consumption of ticket sales are within gymnasium capacity, and if it is out of gymnasium capacity, marginal cost of a ticket comes to be infinite.(3) Market demand curve is dynamic mechanism of ticket market, and key point of box office exploitation is to increase market demand. Gymnasium or stadium is a carrier of ticket market, so it's necessary to choose suitable gymnasium or stadium. Fixing strategy of ticket price can explore ticket market potential adequately, so successful ticket market exploitation could be guaranteed by the strategy of ticket price.(4) Cost configuration could be defined as a paid cost structural model when spectators watch and enjoy match. Spectator's cost includes: economical payout, time payout, energy payout and health payout.(5) Factors relative to spectator participant behavior can be classified three kinds: first, factors relative to match attraction, such as sport event level,athlete,field and equipment, etc. Second, factors relative to spectator such as vital statistics index, motivation, interest and identification, etc. third, factors relative to circumstance such as natural and social environment.(6) Fixing strategy of market price is highly correlated to capacity of gymnasium or stadium. If capacity exceeds optimized balance point between ticket price and sales quantity, rater can fix the price according to demand curve and marginal cost curve in spite of gymnasium capacity directly, if capacity is under optimized balance point between ticket price and sales quantity, rater should fix a higher ticket price and sell off total tickets.(7) Most of sport organizations hold market dominant power to a certain extent, so proprietor can maximize box office by price discrimination. Price discrimination includes first-degree discrimination, second-discrimination and third-degree discrimination. Ticket price of sport event should carry out by floating price strategy, and execute discount ratio of ticket in the light of market demand and ticket sale quantity.(8) Ticket market of sport contest is already in elementary form in China, and sport consciousness is greatly enhanced and consumption level is improved,which are the foundation of sport event ticket market. Owing to scarcity in domestic high-level sport events, ticket market of domestic sport event develops slowly. In view of good box office of international high-level sport event, it can be inferred that it is immense to develop potential of Chinese ticket market of sport event, and its future is bright.