Football League Dynamic Pricing Of Tickets Based On Revenue Management

With the gradual reform of Chinese football, especially in the beginning of 1999, football conference clear that all clubs must be Co., Ltd., the Chinese professional football club universally achieves corporatization, and the launch of the Chinese football super league in 2004, the club begin to carry out modern management model, market-oriented business model. The main channels of realizing commercial value of the club's include: ticket sales, television relay right, collect all forms of advertising expenses inside and outside the arenas. As one of the main incomes, ticket sales is to become a pressing need to study.Game ticket is a typical perishable product, some of its features which are can not be stored, capacity fixed, pre-sale, high fixed costs with low marginal cost of sales, demand and volatile, satisfy the revenue management concept, it can yield management solutions to the problem of selling tickets. Common football ticket pricing have many ways, such as cost-oriented pricing, market demand-oriented pricing and competition-oriented pricing of law and so on. This article draws successful experience in aviation and other industries made a number of football league tickets for sale method. And put forward the concept of stadium charm, and construct stadium charm evaluation model, evaluate the stadium charm to the race track, and according to the size of its stadium charm to grading. Point out dynamic pricing approach to the different classes of race track. Attractive in the low level track, propose full discount strategy, starting from the beginning of a discount ticket sales, model building, find the best discounts. When the charm level in middle, full price sales in the beginning, a little time to start a discount, model building, find the price point, use the time method of dynamic pricing discounts. Attractive in high-level venue, propose purchase certain restrictions, to ensure that fans are willing to buy expensive tickets watch the games, to improve the club benefits.Finally, for example with He Nan JianYe football team and Hang Zhou LvCheng football team, empirical analysis to verify the effectiveness model, validate the model validity, and final summary.