第1 講 當(dāng)體育遇見經(jīng)濟(jì)學(xué) ·················· 1 1.1 走馬觀花看體育 ························· 2 1.1.1 從原始到現(xiàn)代 ··················· 2 1.1.2 大眾化、商業(yè)化、 全球化 ···························· 4 1.1.3 中國的體育發(fā)展 ················ 5 1.2 體育為什么重要 ························· 7 1.2.1 體育是什么 ······················ 7 1.2.2 “獨自打保齡” ················ 9 1.2.3 體育的經(jīng)濟(jì)意義 ··············· 10 1.3 體育經(jīng)濟(jì)學(xué)及其發(fā)展 ·················· 13 1.3.1 誕生：我們不一樣 ············ 13 1.3.2 體育經(jīng)濟(jì)學(xué)的興起 ············ 15 1.3.3 體育經(jīng)濟(jì)學(xué)及其研究 內(nèi)容 ······························ 16 思考與討論 ····································· 18 第2 講 認(rèn)識經(jīng)濟(jì)學(xué) ··························· 19 2.1 經(jīng)濟(jì)學(xué)是什么 ··························· 20 2.1.1 經(jīng)濟(jì)學(xué)的永恒主題 ············ 20 2.1.2 科學(xué)研究從假設(shè)開始 ········· 21 2.1.3 經(jīng)濟(jì)學(xué)是什么 ·················· 23 2.2 經(jīng)濟(jì)學(xué)的發(fā)展歷程 ····················· 24 2.2.1 斯密與經(jīng)濟(jì)學(xué)的誕生 ········· 24 2.2.2 邊際革命與經(jīng)濟(jì)科學(xué) ········· 24 2.2.3 凱恩斯與宏觀經(jīng)濟(jì)學(xué) ········· 25 2.2.4 走進(jìn)現(xiàn)代經(jīng)濟(jì)學(xué) ··············· 27 2.3 經(jīng)濟(jì)學(xué)家的分歧與共識 ··············· 28 2.3.1 經(jīng)濟(jì)學(xué)家的分歧 ··············· 28 2.3.2 為什么會有分歧 ··············· 29 2.3.3 經(jīng)濟(jì)學(xué)的基本觀點 ············ 32 思考與討論 ···································· 33 第3 講 像經(jīng)濟(jì)學(xué)家一樣思考 ············· 34 3.1 科學(xué)研究與經(jīng)濟(jì)學(xué)思維 ·············· 35 3.1.1 堅持“個體主義” ··········· 35 3.1.2 經(jīng)濟(jì)學(xué)的思維方式 ··········· 36 3.2 用模型描述世界 ······················· 39 3.2.1 經(jīng)濟(jì)理論與經(jīng)濟(jì)模型 ········ 39 3.2.2 模型一：經(jīng)濟(jì)世界的 基本結(jié)構(gòu) ······················· 40 3.2.3 模型二：貿(mào)易創(chuàng)造價值 ····· 42 3.3 用邊際進(jìn)行思考 ······················· 44 3.3.1 逐利需要計算成本 ··········· 44 3.3.2 邊際、邊際變化與 邊際量 ·························· 46 3.3.3 讓邊際收益等于邊際 成本 ····························· 48 思考與討論 ···································· 50 第4 講 看見“看不見的手” ············· 52 4.1 消費決策與市場需求 ················· 53 4.1.1 買者問題及最優(yōu)決策 ········ 53 4.1.2 從個人需求到市場需求 ····· 56 4.1.3 市場需求的影響因素 ········ 59 4.2 生產(chǎn)決策與市場供給 ················· 61 4.2.1 短期的生產(chǎn)與成本 ··········· 61 4.2.2 從個人供給到市場供給 ····· 64 4.2.3 市場供給的影響因素 ········ 67 4.3 完全競爭與市場均衡 ················· 68 4.3.1 市場類型與完全競爭 ········ 68 4.3.2 由競爭走向均衡 ·············· 69 4.3.3 “完美”的競爭均衡 ········· 70 思考與討論 ····································· 75 第5 講 體育世界的“人”與物 ·········· 76 5.1 體育產(chǎn)品 ································· 77 5.1.1 體育產(chǎn)品及其分類 ············ 77 5.1.2 體育產(chǎn)品的消費特征 ········· 79 5.1.3 體育產(chǎn)品的生產(chǎn)特征 ········· 81 5.2 體育組織 ································· 82 5.2.1 從企業(yè)說起 ····················· 82 5.2.2 體育組織的類型 ··············· 84 5.3 體育產(chǎn)業(yè) ································· 86 5.3.1 從產(chǎn)業(yè)看體育 ·················· 86 5.3.2 體育產(chǎn)業(yè)的類型 ··············· 87 思考與討論 ····································· 91 第6 講 信息不對稱與體育生意 ·········· 92 6.1 傳媒與體育資產(chǎn) ························ 93 6.1.1 與報刊攜手前行 ··············· 93 6.1.2 電視“修改”了體育 ········· 94 6.1.3 無形勝有形 ····················· 96 6.2 信息不對稱與投機(jī) ····················· 98 6.2.1 信息不對稱無處不在 ········· 98 6.2.2 投機(jī)問題之一： 逆向選擇 ······················ 100 6.2.3 投機(jī)問題之二： 道德風(fēng)險 ······················ 102 6.3 信號發(fā)送與體育生意 ················ 103 6.3.1 市場有辦法 ··················· 103 6.3.2 信號、誠信與聲譽 ·········· 105 6.3.3 把觀眾變成“商品” ······· 107 思考與討論 ··································· 109 第7 講 體育壟斷與價格歧視 ··········· 110 7.1 壟斷因何而生 ························· 111 7.1.1 壟斷與市場勢力 ············· 111 7.1.2 為什么會有壟斷 ············· 113 7.1.3 壟斷的第4 種成因 ·········· 115 7.2 “一視同仁”的定價 ················ 116 7.2.1 球場里的空座位 ············· 116 7.2.2 價格與邊際收益 ············· 117 7.2.3 最優(yōu)價格與無謂損失 ······· 119 7.3 價格歧視的把戲 ······················ 121 7.3.1 為了更多的利潤 ············· 121 7.3.2 一級價格歧視 ················ 122 7.3.3 二級價格歧視 ················ 124 7.3.4 三級價格歧視 ················ 126 思考與討論 ··································· 127 第8 講 體育寡頭與策略博弈 ············ 129 8.1 寡頭與策略思維 ······················ 130 8.1.1 寡頭壟斷更為常見 ·········· 130 8.1.2 博弈觸目可見 ················ 131 8.1.3 博弈的基本類型 ············· 133 8.1.4 博弈論與策略思維 ·········· 135 8.2 體育寡頭的競爭 ······················ 137 8.2.1 寡頭的價格競爭 ············· 137 8.2.2 寡頭的產(chǎn)量競爭 ············· 139 8.2.3 寡頭的空間競爭 ············· 141 8.3 體育寡頭的合作 ······················ 143 8.3.1 走出囚徒困境 ················ 143 8.3.2 重復(fù)博弈與默契合作 ······· 145 8.3.3 誠信與聲譽要看條件 ······· 146 思考與討論 ··································· 147 第9 講 賽事轉(zhuǎn)播與拍賣設(shè)計 ············ 149 9.1 賽事版權(quán)與拍賣類型 ················ 150 9.1.1 賽事：由電視走向 互聯(lián)網(wǎng) ························· 150 9.1.2 拍賣：古老又新穎的 買賣 ···························· 152 9.1.3 拍賣的基本類型 ············· 154 9.2 尋找最優(yōu)競價策略 ··················· 156 9.2.1 買家的問題 ··················· 156 9.2.2 跟著自己的估價走 ·········· 157 9.2.3 假設(shè)已經(jīng)贏得拍賣 ·········· 159 9.3 拍賣設(shè)計與體育實踐 ················ 160 9.3.1 哪種拍賣更好 ················ 160 9.3.2 從單物品到多物品 ·········· 162 9.3.3 英超轉(zhuǎn)播的拍賣實踐 ······· 164 思考與討論 ··································· 166 第10 講 體育贊助與討價還價 ·········· 167 10.1 體育贊助不是慈善 ················· 168 10.1.1 體育贊助的歷史掠影 ····· 168 10.1.2 不斷增長的體育贊助 ····· 169 10.1.3 體育贊助的性質(zhì) ··········· 171 10.2 討價還價的基本要素 ·············· 172 10.2.1 贊助交易與討價還價 ····· 172 10.2.2 討價還價處處可見 ········ 174 10.2.3 討價還價的四要素 ········ 175 10.3 討價還價的博弈分析 ·············· 177 10.3.1 從最后通牒開始 ··········· 177 10.3.2 三回合的討價還價 ········ 179 10.3.3 無限期的討價還價 ········ 180 10.3.4 體育贊助的利益分配 ····· 182 思考與討論 ··································· 184 第11 講 職業(yè)聯(lián)盟與制度安排 ·········· 185 11.1 職業(yè)聯(lián)盟不一樣 ···················· 186 11.1.1 從業(yè)余走向職業(yè) ··········· 186 11.1.2 北美、歐洲兩個樣 ········ 187 11.2 職業(yè)聯(lián)盟的表與里 ················· 189 11.2.1 職業(yè)聯(lián)盟是什么 ··········· 189 11.2.2 職業(yè)聯(lián)盟的基本職責(zé) ····· 191 11.2.3 反壟斷與（有限） 豁免 ·························· 192 11.3 競爭平衡與制度安排 ·············· 194 11.3.1 俱樂部競爭需要平衡 ····· 194 11.3.2 競爭平衡的制度安排 ····· 195 11.3.3 競爭平衡如何測度 ········ 199 思考與討論 ··································· 202 第12 講 職業(yè)俱樂部與雙邊市場 ······ 203 12.1 俱樂部的“職業(yè)” ················· 204 12.1.1 永不謝幕的 體育“秀” ················· 204 12.1.2 俱樂部“誰主沉浮” ····· 206 12.1.3 利潤或勝率最大化 ········· 207 12.2 俱樂部的收益來源 ·················· 209 12.2.1 競賽表演的市場特征 ······ 209 12.2.2 什么影響了現(xiàn)場參與 ······ 210 12.2.3 門票收入并非全部 ········· 214 12.3 俱樂部的門票價格 ·················· 216 12.3.1 俱樂部的“不變” 模樣 ··························· 216 12.3.2 觀眾“資產(chǎn)”與 雙邊市場 ····················· 217 12.3.3 雙邊市場與門票定價 ······· 218 思考與討論 ··································· 223 第13 講 體育勞務(wù)與競爭平衡 ·········· 224 13.1 受限的體育勞務(wù)市場 ··············· 225 13.1.1 從保留條款到自由 球員 ··························· 225 13.1.2 體育勞務(wù)市場有限制 ······· 226 13.1.3 球員工資的今與昔 ········· 227 13.2 勞務(wù)供求與競爭平衡 ··············· 230 13.2.1 俱樂部該投入多少 ········· 230 13.2.2 瓦爾拉斯猜想與 競爭平衡 ····················· 231 13.2.3 競賽-納什猜想與 競爭平衡 ····················· 234 13.3 體育“工人”不同酬 ··············· 236 13.3.1 體育明星的超級待遇 ······ 236 13.3.2 體育“工人”有資本 ······ 238 13.3.3 體育“工人”需要 激勵 ··························· 240 思考與討論 ··································· 242 第14 講 體育博彩與彩票價格 ·········· 243 14.1 帶刺的體育博彩 ····················· 244 14.1.1 無心插柳的相遇 ············ 244 14.1.2 博彩的社會危害 ············ 245 14.1.3 體育博彩在中國 ············ 246 14.2 派生的“雙高一負(fù)” ··············· 248 14.2.1 體育博彩的三要素 ········· 248 14.2.2 體育博彩的 “雙高一負(fù)” ··············· 250 14.2.3 風(fēng)險與博彩需求 ··········· 252 14.3 隱藏的博彩價格 ···················· 254 14.3.1 成為純粹的中間人 ········ 254 14.3.2 賠率的設(shè)定與調(diào)整 ········ 255 14.3.3 市場競爭與體育博彩 價格 ·························· 259 思考與討論 ··································· 262 第15 講 體育發(fā)展與公共政策 ·········· 263 15.1 體育發(fā)展及其測度 ················· 264 15.1.1 體育是一種現(xiàn)代生活 ····· 264 15.1.2 體育發(fā)展的度量 ············ 265 15.2 市場并非盡善盡美 ·················· 266 15.2.1 吵鬧的鄰居與外部性 ······ 266 15.2.2 廣場舞與公共物品 ········· 267 15.2.3 市場不是萬能的 ············ 269 15.3 體育發(fā)展是系統(tǒng)工程 ··············· 271 15.3.1 因果循環(huán)與發(fā)展陷阱 ······ 271 15.3.2 知易行難與從娃娃 抓起 ··························· 272 思考與討論 ··································· 276 參考文獻(xiàn) ··········································· 277