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中醫(yī)內(nèi)科學(xué)·全國(guó)中醫(yī)藥行業(yè)高等教育“十四五”規(guī)劃教材
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體育經(jīng)濟(jì)學(xué)十五講 版權(quán)信息
- ISBN：9787301347010
- 條形碼：9787301347010 ; 978-7-301-34701-0
- 裝幀：平裝
- 冊(cè)數(shù)：暫無(wú)
- 重量：暫無(wú)
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體育經(jīng)濟(jì)學(xué)十五講 本書(shū)特色
本書(shū)共包含四個(gè)部分，分別為體育經(jīng)濟(jì)學(xué)概述、經(jīng)濟(jì)學(xué)的概略考察、體育經(jīng)濟(jì)的基礎(chǔ)討論和體育經(jīng)濟(jì)的專(zhuān)題討論。本書(shū)由表及里;在體育維度上由體育世界的概貌到體育產(chǎn)業(yè)的全景再到微觀的體育組織，在經(jīng)濟(jì)學(xué)維度上由經(jīng)濟(jì)學(xué)的概略考察到體育經(jīng)濟(jì)的基礎(chǔ)討論再到體育經(jīng)濟(jì)的專(zhuān)題討論。圍繞體育的整體概貌以及經(jīng)濟(jì)特性，以“看不見(jiàn)的手”為主線(xiàn)，由淺入深、循序漸進(jìn)，讓體育與經(jīng)濟(jì)學(xué)實(shí)現(xiàn)了有機(jī)融合。
體育經(jīng)濟(jì)學(xué)十五講 內(nèi)容簡(jiǎn)介
本書(shū)兼顧體育經(jīng)濟(jì)的一般性和特殊性，以看見(jiàn)“看不見(jiàn)的手”為主線(xiàn)，全面系統(tǒng)地介紹了體育經(jīng)濟(jì)學(xué) 的基本原理和分析方法，讓體育與經(jīng)濟(jì)學(xué)實(shí)現(xiàn)了更為有機(jī)的融合。本書(shū)共15 講，內(nèi)容包括：當(dāng)體育遇見(jiàn)經(jīng) 濟(jì)學(xué)、認(rèn)識(shí)經(jīng)濟(jì)學(xué)、像經(jīng)濟(jì)學(xué)家一樣思考、看見(jiàn)“看不見(jiàn)的手”、體育世界的“人”與物、信息不對(duì)稱(chēng)與 體育生意、體育壟斷與價(jià)格歧視、體育寡頭與策略博弈、賽事轉(zhuǎn)播與拍賣(mài)設(shè)計(jì)、體育贊助與討價(jià)還價(jià)、職 業(yè)聯(lián)盟與制度安排、職業(yè)俱樂(lè)部與雙邊市場(chǎng)、體育勞務(wù)與競(jìng)爭(zhēng)平衡、體育博彩與彩票價(jià)格、體育發(fā)展與公 共政策。 本書(shū)既可以作為體育類(lèi)專(zhuān)業(yè)本科生和研究生的專(zhuān)業(yè)課教材，又可以作為經(jīng)濟(jì)、管理類(lèi)本科生和研究生 的選修教材以及體育經(jīng)濟(jì)研究人員的參考用書(shū)。
體育經(jīng)濟(jì)學(xué)十五講 目錄
第1 講 當(dāng)體育遇見(jiàn)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(guó)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(dú)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(shí)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(kāi)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(shí) ··············· 28
2.3.1 經(jīng)濟(jì)學(xué)家的分歧 ··············· 28
2.3.2 為什么會(huì)有分歧 ··············· 29
2.3.3 經(jīng)濟(jì)學(xué)的基本觀點(diǎn) ············ 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(jiān)持“個(gè)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(jià)值 ····· 42
3.3 用邊際進(jìn)行思考 ······················· 44
3.3.1 逐利需要計(jì)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(jiàn)“看不見(jiàn)的手” ············· 52
4.1 消費(fèi)決策與市場(chǎng)需求 ················· 53
4.1.1 買(mǎi)者問(wèn)題及*優(yōu)決策 ········ 53
4.1.2 從個(gè)人需求到市場(chǎng)需求 ····· 56
4.1.3 市場(chǎng)需求的影響因素 ········ 59
4.2 生產(chǎn)決策與市場(chǎng)供給 ················· 61
4.2.1 短期的生產(chǎn)與成本 ··········· 61
4.2.2 從個(gè)人供給到市場(chǎng)供給 ····· 64
4.2.3 市場(chǎng)供給的影響因素 ········ 67
4.3 完全競(jìng)爭(zhēng)與市場(chǎng)均衡 ················· 68
4.3.1 市場(chǎng)類(lèi)型與完全競(jìng)爭(zhēng) ········ 68
4.3.2 由競(jìng)爭(zhēng)走向均衡 ·············· 69
4.3.3 “完美”的競(jìng)爭(zhēng)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(lèi) ············ 77
5.1.2 體育產(chǎn)品的消費(fèi)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(shuō)起 ····················· 82
5.2.2 體育組織的類(lèi)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(lèi)型 ··············· 87
思考與討論 ····································· 91
第6 講 信息不對(duì)稱(chēng)與體育生意 ·········· 92
6.1 傳媒與體育資產(chǎn) ························ 93
6.1.1 與報(bào)刊攜手前行 ··············· 93
6.1.2 電視“修改”了體育 ········· 94
6.1.3 無(wú)形勝有形 ····················· 96
6.2 信息不對(duì)稱(chēng)與投機(jī) ····················· 98
6.2.1 信息不對(duì)稱(chēng)無(wú)處不在 ········· 98
6.2.2 投機(jī)問(wèn)題之一：
逆向選擇 ······················ 100
6.2.3 投機(jī)問(wèn)題之二：
道德風(fēng)險(xiǎn) ······················ 102
6.3 信號(hào)發(fā)送與體育生意 ················ 103
6.3.1 市場(chǎng)有辦法 ··················· 103
6.3.2 信號(hào)、誠(chéng)信與聲譽(yù) ·········· 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(jià)格歧視 ··········· 110
7.1 壟斷因何而生 ························· 111
7.1.1 壟斷與市場(chǎng)勢(shì)力 ············· 111
7.1.2 為什么會(huì)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(jià) ················ 116
7.2.1 球場(chǎng)里的空座位 ············· 116
7.2.2 價(jià)格與邊際收益 ············· 117
7.2.3 *優(yōu)價(jià)格與無(wú)謂損失 ······· 119
7.3 價(jià)格歧視的把戲 ······················ 121
7.3.1 為了更多的利潤(rùn) ············· 121
7.3.2 一級(jí)價(jià)格歧視 ················ 122
7.3.3 二級(jí)價(jià)格歧視 ················ 124
7.3.4 三級(jí)價(jià)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(jiàn) ·········· 130
8.1.2 博弈觸目可見(jiàn) ················ 131
8.1.3 博弈的基本類(lèi)型 ············· 133
8.1.4 博弈論與策略思維 ·········· 135
8.2 體育寡頭的競(jìng)爭(zhēng) ······················ 137
8.2.1 寡頭的價(jià)格競(jìng)爭(zhēng) ············· 137
8.2.2 寡頭的產(chǎn)量競(jìng)爭(zhēng) ············· 139
8.2.3 寡頭的空間競(jìng)爭(zhēng) ············· 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(chéng)信與聲譽(yù)要看條件 ······· 146
思考與討論 ··································· 147
第9 講 賽事轉(zhuǎn)播與拍賣(mài)設(shè)計(jì) ············ 149
9.1 賽事版權(quán)與拍賣(mài)類(lèi)型 ················ 150
9.1.1 賽事：由電視走向
互聯(lián)網(wǎng) ························· 150
9.1.2 拍賣(mài)：古老又新穎的
買(mǎi)賣(mài) ···························· 152
9.1.3 拍賣(mài)的基本類(lèi)型 ············· 154
9.2 尋找*優(yōu)競(jìng)價(jià)策略 ··················· 156
9.2.1 買(mǎi)家的問(wèn)題 ··················· 156
9.2.2 跟著自己的估價(jià)走 ·········· 157
9.2.3 假設(shè)已經(jīng)贏得拍賣(mài) ·········· 159
9.3 拍賣(mài)設(shè)計(jì)與體育實(shí)踐 ················ 160
9.3.1 哪種拍賣(mài)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(mài)實(shí)踐 ······· 164
思考與討論 ··································· 166
第10 講 體育贊助與討價(jià)還價(jià) ·········· 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(zhǎng)的體育贊助 ····· 169
10.1.3 體育贊助的性質(zhì) ··········· 171
10.2 討價(jià)還價(jià)的基本要素 ·············· 172
10.2.1 贊助交易與討價(jià)還價(jià) ····· 172
10.2.2 討價(jià)還價(jià)處處可見(jiàn) ········ 174
10.2.3 討價(jià)還價(jià)的四要素 ········ 175
10.3 討價(jià)還價(jià)的博弈分析 ·············· 177
10.3.1 從*后通牒開(kāi)始 ··········· 177
10.3.2 三回合的討價(jià)還價(jià) ········ 179
10.3.3 無(wú)限期的討價(jià)還價(jià) ········ 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(gè)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(jìng)爭(zhēng)平衡與制度安排 ·············· 194
11.3.1 俱樂(lè)部競(jìng)爭(zhēng)需要平衡 ····· 194
11.3.2 競(jìng)爭(zhēng)平衡的制度安排 ····· 195
11.3.3 競(jìng)爭(zhēng)平衡如何測(cè)度 ········ 199
思考與討論 ··································· 202
第12 講 職業(yè)俱樂(lè)部與雙邊市場(chǎng) ······ 203
12.1 俱樂(lè)部的“職業(yè)” ················· 204
12.1.1 永不謝幕的
體育“秀” ················· 204
12.1.2 俱樂(lè)部“誰(shuí)主沉浮” ····· 206
12.1.3 利潤(rùn)或勝率*大化 ········· 207
12.2 俱樂(lè)部的收益來(lái)源 ·················· 209
12.2.1 競(jìng)賽表演的市場(chǎng)特征 ······ 209
12.2.2 什么影響了現(xiàn)場(chǎng)參與 ······ 210
12.2.3 門(mén)票收入并非全部 ········· 214
12.3 俱樂(lè)部的門(mén)票價(jià)格 ·················· 216
12.3.1 俱樂(lè)部的“不變”
模樣 ··························· 216
12.3.2 觀眾“資產(chǎn)”與
雙邊市場(chǎng) ····················· 217
12.3.3 雙邊市場(chǎng)與門(mén)票定價(jià) ······· 218
思考與討論 ··································· 223
第13 講 體育勞務(wù)與競(jìng)爭(zhēng)平衡 ·········· 224
13.1 受限的體育勞務(wù)市場(chǎng) ··············· 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(chǎng)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(jìng)爭(zhēng)平衡 ··············· 230
13.2.1 俱樂(lè)部該投入多少 ········· 230
13.2.2 瓦爾拉斯猜想與
競(jìng)爭(zhēng)平衡 ····················· 231
13.2.3 競(jìng)賽-納什猜想與
競(jìng)爭(zhēng)平衡 ····················· 234
13.3 體育“工人”不同酬 ··············· 236
13.3.1 體育明星的超級(jí)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(lì) ··························· 240
思考與討論 ··································· 242
第14 講 體育博彩與彩票價(jià)格 ·········· 243
14.1 帶刺的體育博彩 ····················· 244
14.1.1 無(wú)心插柳的相遇 ············ 244
14.1.2 博彩的社會(huì)危害 ············ 245
14.1.3 體育博彩在中國(guó) ············ 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(xiǎn)與博彩需求 ··········· 252
14.3 隱藏的博彩價(jià)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(chǎng)競(jìng)爭(zhēng)與體育博彩
價(jià)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(cè)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(chǎng)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(chǎng)舞與公共物品 ········· 267
15.2.3 市場(chǎng)不是萬(wàn)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
展開(kāi)全部
體育經(jīng)濟(jì)學(xué)十五講 作者簡(jiǎn)介
何立華
----------------------------
何立華，中南民族大學(xué)經(jīng)濟(jì)學(xué)院教授，經(jīng)濟(jì)學(xué)博士，湖北省人口學(xué)會(huì)第六屆理事會(huì)理事，湖北省區(qū)域經(jīng)濟(jì)學(xué)會(huì)會(huì)員，主要從事體育經(jīng)濟(jì)學(xué)、區(qū)域經(jīng)濟(jì)學(xué)、經(jīng)濟(jì)增長(zhǎng)理論等的教學(xué)與研究工作，講授《經(jīng)濟(jì)學(xué)原理》《體育經(jīng)濟(jì)學(xué)》《發(fā)展經(jīng)濟(jì)學(xué)》《資源經(jīng)濟(jì)學(xué)》《中國(guó)宏觀經(jīng)濟(jì)專(zhuān)題》等本科生和研究生課程。迄今為止，在《經(jīng)濟(jì)科學(xué)》《民族研究》《經(jīng)濟(jì)評(píng)論》《中國(guó)人口 資源與環(huán)境》等期刊上發(fā)表論文30多篇，多篇文章被《新華文摘》等全文轉(zhuǎn)載。
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