供求理论对体育赛事中“黄牛票”现象的阐释——以2017英雄联盟全球总决赛为例

“黄牛票”在体育赛事中是一种屡见不鲜的现象了,随着赛事规模和含金量不断提高,“黄牛票”现象愈加严重。在2017英雄联盟全球总决赛门票销售过程中,“黄牛票”现象更是到达了“顶峰”状态。借此,文章运用文献资料法和逻辑分析法,基于供求理论阐释体育赛事中的“黄牛票”现象,研究结果表明:体育赛事门票的供需失衡是“黄牛票”产生的一个主要原因,并通过分析2017英雄联盟全球总决赛案例,发现导致“黄牛票”产生的原因包括赛事举办地、电竞爱好者的情怀、高额利润空间和市场福利机制四个因素以及后续“黄牛票”现象所产生的负面影响,并以此提出合理监管,减少“黄牛票”现象;制定严谨的购票方式;倡导消费者理性消费的应对策略。

An Explanation of the Phenomenon of "Scalper ticket" in Sport Events from the Perspective of the Theory of Supply and Demand——Take the 2017 League of Legends World Champion as an Example

The phenomenon of"scalper ticket"is common in sport events,with the increasing of the scale and gold content of the events,it becomes more and more serious.In the process of ticket sales of the 2017 League of Legends World Champion,the phenomenon of"scalper ticket"has reached the"peak".Thus,this paper uses documentary and logical analysis methods to study on the phenomenon of"scalper ticket"from the perspective of the theory of supply and demand,the results show that the imbalance between the supply and demand of tickets in sport events is one of the main reasons for"scalper ticket",from the analysis of the case of the 2017 League of Legends World Champion,it is found that the causes of"scalper ticket"include the venue of the event,the feelings of e-sports fans,the high profit margin,the market welfare mechanism,and the negative impact of the follow-up phenomenon of"scalper ticket",based on this,the paper tires to put forward several effective suggestions on reasonable supervision to reduce the frequency of"scalper ticket",make strict rules of ticket-selling and also advocate rational consumption of consumers.