從經濟學“供給”、“需求”及“收入”的角度分析美國大學運動市場

The Analysis of American College Sport Market from the Angle of Economics with Regard to "the Supply", "the Demand" and "the Income"

李纘德(Tzen-De Li)

《輔仁大學體育學刊》 4期 (2005/05) Pp. 354-363

https://doi.org/10.29697/JPE.200505.0027

摘要

美國大學運動聯盟單一組織之年收入即高達二億四千萬美元，且這些收入尚不包括各地方聯盟的收入，可見其經濟規模之大。因其本身擁有著強大的市場力量，於是我們可以說美國大學運動宛如一個大企業。經濟學係一門非常生活化的社會科學，能幫助我們有系統地分析各種經濟行為，使我們更加了解事情的真相，並提供適當的因應之道。我國大學運動發展現況相較於NCAA而言，差距甚遠，實有向其學習之必要。經由「經濟學」的角度分析美國大學的運動市場後，可以得到以下幾點：
一、在「供給」方面：NCAA成功且嚴格地執行競賽的分級制度，以維持競賽產品的品質及各校間的公平競爭。
二、在「需求」方面：確實掌握球迷對於大學運動消費需求的因素，計有（一）觀眾觀看比賽的經驗（二）球迷對於競賽學校的期望（三）學校附近的居民人口數。
三、在「收入」方面：擁有高額的「電視轉播權利金」、「廠商的贊助」及忠實球迷的「門票收入」。

關鍵字

美國大學運動聯盟 ； NCAA ； 經濟學

並列摘要

The annual income of the National Collegiate Athletic Association is up to 240 million dollars, and this income does not include the income of each local conference, thus it is obvious that its economic scale is a big one. Because of its powerful market strength, we can say that the market of American College sports is like a big business. Social science that melts lives very much in the economics department systematically can help us to analyze various kinds of economic behaviors. It makes us discover the truth about a matter and offers a proper solution. The development of college sports in our country is falling behind the NCAA. There is necessary to learn from this fact. After analyzing the market of the American college sports via the angle of economics, we must note several points, as follow:
First, with regard to ”the supply”: The NCAA successfully carries out the hierarchical system of each contest, in order to maintaining the quality of the contest and the concept of fair competition.
Second. with regard to ”the demand”: (1) Experience is the determinant of college fan preference.(2) Expectations play a large role in ”lifetime” booster privileges for college sport fans.(3) Population is the heart of the issue of defining large-and small-revenue markets in college sports.
Third, with regard to ”the income”: It is important to arrange for ”TV rights contracts”, ”sponsors” and ”a profitable income for tickets”.

並列關鍵字

National Collegiate Athletic Association ； NCAA ； economics

參考文獻

美國大學運動聯盟網站

(2000).Sports Business Journal.30

Rodney, D. Fort(2003).Sports economics.New Jersey:Upper Saddle River.

Zimbalist, Andrew(1999).Unpaid professionals: Commercialism and conflict in big-time college sports.NJ:Princeton University Press.

毛慶生、朱敬一、林全、許松根、陳昭南、陳添枝、黃朝熙(2004)。經濟學。台北:華泰。