The Investigation About The Price Strategy Of Our Country's Sports Events-based On The Theory Of Two-sided Markets

In order to comply with the national development goals on the sports industry, sports event in the market economy needs to find out its own development direction and routes, and successful event needs "careful management ticket", but also ticket pricing strategy is to ensure the success of ticket operations, reasonable tickets for the development strategy can give full play to the market demand curve and the stadium capacity, is the successful development of event tickets for the necessary conditions for the market. At present, China's sports events have had many ticket pricing strategies, some successfully achieved the goal but also had some embarrassment, after analysis, there are the races themselves attractive enough reason, there are also organizers of a one-sided pursuit of attendance, one-sided to consider the issue, unreasonable pricing issues.Two-sided markets theory is a new subject which rises at the area of industrial organization theory at recent years, its major research is the network externalities of different consumer groups on a platform of economic behavior, the theory in the media industry and other industries already have a very good application results. According to the structural features of two-sided market, the sports event, as a part of culture and sports and entertainment, is a interaction platform for the ornamental consumer (public) and sponsors (business),sports events have the two-sided market features. Based on this, this article will be applied to the theory of two-sided markets and consider the ticket pricing strategy based on that the sports event is a platform for sponsors and spectators.As the two-sided markets theory comes from abroad, so this is mainly through the literature method, logical analysis method, the theory sorted out, and then combining literature to extract our existing pricing strategy and effectiveness of the event and finally by summarizing, synthesizing and other methods, this paper applied the two-sided markets theory to the pricing strategies for sporting events. These are the findings:1. From the industry features point, sports event is kind of platform for interaction of consumers (the public) and sponsors (business)-between consumers and advertisers there is a bilateral "cross-network effect"-sports events have typical "two-sided markets" Characteristics.2. Sports event is a typical two-sided markets, it based on the competition to attract as many viewers as possible to the platform, so that enterprises can get on this platform advertising effectiveness. Visitors and businesses interact.3. China's current pricing strategy used for the differential pricing strategies (including those based on two types of consumers and based on the event type), tying or placing price.4. Spectators and sponsors have a vested conversion platforms and behavior,'while the audience than the sponsor of much higher price elasticity, price competition on the audience side of the (ticket) is relatively low.This paper recommends that:based on two-sided markets theory, sports platform should pay attention to the pricing:cost recovery, the price elasticity of demand of both sides,network externalities, strength, ease of charges on both sides, differentiate products and services. in the choice of pricing strategy, Sports events should focus on market segmentation and market research, scientific and reasonable development of ticket prices. At work, ticket pricing strategy should be based on cost-plus, value-based, based on competitive considerations. Through analysis, this article emphasizes the pricing segmentation, target income pricing, penetration pricing on tickets for sports events and the importance of the application.