体育经济学十五讲_何立华著_9787301347010_湖南知新文化传播有限公司读者荐购服务

本书兼顾体育经济的一般性和特殊性，以看见“看不见的手”为主线，全面系统地介绍了体育经济学的基本原理和分析方法，让体育与经济学实现了更为有机的融合。本书共15 讲，内容包括：当体育遇见经济学、认识经济学、像经济学家一样思考、看见“看不见的手”、体育世界的“人”与物、信息不对称与体育生意、体育垄断与价格歧视、体育寡头与策略博弈、赛事转播与拍卖设计、体育赞助与讨价还价、职业联盟与制度安排、职业俱乐部与双边市场、体育劳务与竞争平衡、体育博彩与彩票价格、体育发展与公共政策。本书既可以作为体育类专业本科生和研究生的专业课教材，又可以作为经济、管理类本科生和研究生的选修教材以及体育经济研究人员的参考用书。

第1 讲当体育遇见经济学 ·················· 1 1.1 走马观花看体育 ························· 2 1.1.1 从原始到现代 ··················· 2 1.1.2 大众化、商业化、全球化 ···························· 4 1.1.3 中国的体育发展 ················ 5 1.2 体育为什么重要 ························· 7 1.2.1 体育是什么 ······················ 7 1.2.2 “独自打保龄” ················ 9 1.2.3 体育的经济意义 ··············· 10 1.3 体育经济学及其发展 ·················· 13 1.3.1 诞生：我们不一样 ············ 13 1.3.2 体育经济学的兴起 ············ 15 1.3.3 体育经济学及其研究内容 ······························ 16 思考与讨论 ····································· 18 第2 讲认识经济学 ··························· 19 2.1 经济学是什么 ··························· 20 2.1.1 经济学的永恒主题 ············ 20 2.1.2 科学研究从假设开始 ········· 21 2.1.3 经济学是什么 ·················· 23 2.2 经济学的发展历程 ····················· 24 2.2.1 斯密与经济学的诞生 ········· 24 2.2.2 边际革命与经济科学 ········· 24 2.2.3 凯恩斯与宏观经济学 ········· 25 2.2.4 走进现代经济学 ··············· 27 2.3 经济学家的分歧与共识 ··············· 28 2.3.1 经济学家的分歧 ··············· 28 2.3.2 为什么会有分歧 ··············· 29 2.3.3 经济学的基本观点 ············ 32 思考与讨论 ···································· 33 第3 讲像经济学家一样思考 ············· 34 3.1 科学研究与经济学思维 ·············· 35 3.1.1 坚持“个体主义” ··········· 35 3.1.2 经济学的思维方式 ··········· 36 3.2 用模型描述世界 ······················· 39 3.2.1 经济理论与经济模型 ········ 39 3.2.2 模型一：经济世界的基本结构 ······················· 40 3.2.3 模型二：贸易创造价值 ····· 42 3.3 用边际进行思考 ······················· 44 3.3.1 逐利需要计算成本 ··········· 44 3.3.2 边际、边际变化与边际量 ·························· 46 3.3.3 让边际收益等于边际成本 ····························· 48 思考与讨论 ···································· 50 第4 讲看见“看不见的手” ············· 52 4.1 消费决策与市场需求 ················· 53 4.1.1 买者问题及最优决策 ········ 53 4.1.2 从个人需求到市场需求 ····· 56 4.1.3 市场需求的影响因素 ········ 59 4.2 生产决策与市场供给 ················· 61 4.2.1 短期的生产与成本 ··········· 61 4.2.2 从个人供给到市场供给 ····· 64 4.2.3 市场供给的影响因素 ········ 67 4.3 完全竞争与市场均衡 ················· 68 4.3.1 市场类型与完全竞争 ········ 68 4.3.2 由竞争走向均衡 ·············· 69 4.3.3 “完美”的竞争均衡 ········· 70 思考与讨论 ····································· 75 第5 讲体育世界的“人”与物 ·········· 76 5.1 体育产品 ································· 77 5.1.1 体育产品及其分类 ············ 77 5.1.2 体育产品的消费特征 ········· 79 5.1.3 体育产品的生产特征 ········· 81 5.2 体育组织 ································· 82 5.2.1 从企业说起 ····················· 82 5.2.2 体育组织的类型 ··············· 84 5.3 体育产业 ································· 86 5.3.1 从产业看体育 ·················· 86 5.3.2 体育产业的类型 ··············· 87 思考与讨论 ····································· 91 第6 讲信息不对称与体育生意 ·········· 92 6.1 传媒与体育资产 ························ 93 6.1.1 与报刊携手前行 ··············· 93 6.1.2 电视“修改”了体育 ········· 94 6.1.3 无形胜有形 ····················· 96 6.2 信息不对称与投机 ····················· 98 6.2.1 信息不对称无处不在 ········· 98 6.2.2 投机问题之一：逆向选择 ······················ 100 6.2.3 投机问题之二：道德风险 ······················ 102 6.3 信号发送与体育生意 ················ 103 6.3.1 市场有办法 ··················· 103 6.3.2 信号、诚信与声誉 ·········· 105 6.3.3 把观众变成“商品” ······· 107 思考与讨论 ··································· 109 第7 讲体育垄断与价格歧视 ··········· 110 7.1 垄断因何而生 ························· 111 7.1.1 垄断与市场势力 ············· 111 7.1.2 为什么会有垄断 ············· 113 7.1.3 垄断的第4 种成因 ·········· 115 7.2 “一视同仁”的定价 ················ 116 7.2.1 球场里的空座位 ············· 116 7.2.2 价格与边际收益 ············· 117 7.2.3 最优价格与无谓损失 ······· 119 7.3 价格歧视的把戏 ······················ 121 7.3.1 为了更多的利润 ············· 121 7.3.2 一级价格歧视 ················ 122 7.3.3 二级价格歧视 ················ 124 7.3.4 三级价格歧视 ················ 126 思考与讨论 ··································· 127 第8 讲体育寡头与策略博弈 ············ 129 8.1 寡头与策略思维 ······················ 130 8.1.1 寡头垄断更为常见 ·········· 130 8.1.2 博弈触目可见 ················ 131 8.1.3 博弈的基本类型 ············· 133 8.1.4 博弈论与策略思维 ·········· 135 8.2 体育寡头的竞争 ······················ 137 8.2.1 寡头的价格竞争 ············· 137 8.2.2 寡头的产量竞争 ············· 139 8.2.3 寡头的空间竞争 ············· 141 8.3 体育寡头的合作 ······················ 143 8.3.1 走出囚徒困境 ················ 143 8.3.2 重复博弈与默契合作 ······· 145 8.3.3 诚信与声誉要看条件 ······· 146 思考与讨论 ··································· 147 第9 讲赛事转播与拍卖设计 ············ 149 9.1 赛事版权与拍卖类型 ················ 150 9.1.1 赛事：由电视走向互联网 ························· 150 9.1.2 拍卖：古老又新颖的买卖 ···························· 152 9.1.3 拍卖的基本类型 ············· 154 9.2 寻找最优竞价策略 ··················· 156 9.2.1 买家的问题 ··················· 156 9.2.2 跟着自己的估价走 ·········· 157 9.2.3 假设已经赢得拍卖 ·········· 159 9.3 拍卖设计与体育实践 ················ 160 9.3.1 哪种拍卖更好 ················ 160 9.3.2 从单物品到多物品 ·········· 162 9.3.3 英超转播的拍卖实践 ······· 164 思考与讨论 ··································· 166 第10 讲体育赞助与讨价还价 ·········· 167 10.1 体育赞助不是慈善 ················· 168 10.1.1 体育赞助的历史掠影 ····· 168 10.1.2 不断增长的体育赞助 ····· 169 10.1.3 体育赞助的性质 ··········· 171 10.2 讨价还价的基本要素 ·············· 172 10.2.1 赞助交易与讨价还价 ····· 172 10.2.2 讨价还价处处可见 ········ 174 10.2.3 讨价还价的四要素 ········ 175 10.3 讨价还价的博弈分析 ·············· 177 10.3.1 从最后通牒开始 ··········· 177 10.3.2 三回合的讨价还价 ········ 179 10.3.3 无限期的讨价还价 ········ 180 10.3.4 体育赞助的利益分配 ····· 182 思考与讨论 ··································· 184 第11 讲职业联盟与制度安排 ·········· 185 11.1 职业联盟不一样 ···················· 186 11.1.1 从业余走向职业 ··········· 186 11.1.2 北美、欧洲两个样 ········ 187 11.2 职业联盟的表与里 ················· 189 11.2.1 职业联盟是什么 ··········· 189 11.2.2 职业联盟的基本职责 ····· 191 11.2.3 反垄断与（有限）豁免 ·························· 192 11.3 竞争平衡与制度安排 ·············· 194 11.3.1 俱乐部竞争需要平衡 ····· 194 11.3.2 竞争平衡的制度安排 ····· 195 11.3.3 竞争平衡如何测度 ········ 199 思考与讨论 ··································· 202 第12 讲职业俱乐部与双边市场 ······ 203 12.1 俱乐部的“职业” ················· 204 12.1.1 永不谢幕的体育“秀” ················· 204 12.1.2 俱乐部“谁主沉浮” ····· 206 12.1.3 利润或胜率最大化 ········· 207 12.2 俱乐部的收益来源 ·················· 209 12.2.1 竞赛表演的市场特征 ······ 209 12.2.2 什么影响了现场参与 ······ 210 12.2.3 门票收入并非全部 ········· 214 12.3 俱乐部的门票价格 ·················· 216 12.3.1 俱乐部的“不变” 模样 ··························· 216 12.3.2 观众“资产”与双边市场 ····················· 217 12.3.3 双边市场与门票定价 ······· 218 思考与讨论 ··································· 223 第13 讲体育劳务与竞争平衡 ·········· 224 13.1 受限的体育劳务市场 ··············· 225 13.1.1 从保留条款到自由球员 ··························· 225 13.1.2 体育劳务市场有限制 ······· 226 13.1.3 球员工资的今与昔 ········· 227 13.2 劳务供求与竞争平衡 ··············· 230 13.2.1 俱乐部该投入多少 ········· 230 13.2.2 瓦尔拉斯猜想与竞争平衡 ····················· 231 13.2.3 竞赛-纳什猜想与竞争平衡 ····················· 234 13.3 体育“工人”不同酬 ··············· 236 13.3.1 体育明星的超级待遇 ······ 236 13.3.2 体育“工人”有资本 ······ 238 13.3.3 体育“工人”需要激励 ··························· 240 思考与讨论 ··································· 242 第14 讲体育博彩与彩票价格 ·········· 243 14.1 带刺的体育博彩 ····················· 244 14.1.1 无心插柳的相遇 ············ 244 14.1.2 博彩的社会危害 ············ 245 14.1.3 体育博彩在中国 ············ 246 14.2 派生的“双高一负” ··············· 248 14.2.1 体育博彩的三要素 ········· 248 14.2.2 体育博彩的 “双高一负” ··············· 250 14.2.3 风险与博彩需求 ··········· 252 14.3 隐藏的博彩价格 ···················· 254 14.3.1 成为纯粹的中间人 ········ 254 14.3.2 赔率的设定与调整 ········ 255 14.3.3 市场竞争与体育博彩价格 ·························· 259 思考与讨论 ··································· 262 第15 讲体育发展与公共政策 ·········· 263 15.1 体育发展及其测度 ················· 264 15.1.1 体育是一种现代生活 ····· 264 15.1.2 体育发展的度量 ············ 265 15.2 市场并非尽善尽美 ·················· 266 15.2.1 吵闹的邻居与外部性 ······ 266 15.2.2 广场舞与公共物品 ········· 267 15.2.3 市场不是万能的 ············ 269 15.3 体育发展是系统工程 ··············· 271 15.3.1 因果循环与发展陷阱 ······ 271 15.3.2 知易行难与从娃娃抓起 ··························· 272 思考与讨论 ··································· 276 参考文献 ··········································· 277

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