体育赛事的产业实质,是一个由赞助商、赛事和观众组成的双边市场。由于双边网络外部性和差异化引致的客户基增长,使体育赛事往往具有更强的市场势力。因此,将双边市场理论和产品差异化结合起来,分析体育赛事中的企业策略性定价行为及其对市场各方的影响便成为本文分析的重点。 The essence of the sporting event industry is a bilateral market of sponsors, events and spectators. Due to the growth of customer base caused by the bilateral network externalities and differentiation, sports events tend to have stronger market power. Therefore, the combination of bilateral market theory and product differentiation, analysis of sports events in the strategic pricing behavior of enterprises and its impact on all parties in the market has become the focus of this paper.