体育赛事定价中的权利实现与主体商谈研究

摘 要：体育赛事定价问题的呈现既表现出我国体育市场法治建设的滞后，又表现出我国体育市场化的不成熟。体育赛事定价的肆意性、独断性、盈利性超越了社会的参与性和合法性，造成关联主体价格权利的失位，终会影响体育赛事本身和体育赛事经营者的持续稳定发展。在商谈民主和经济民主的语境下，体育赛事定价应从规则、场域和话语建设出发，落脚在主体权利的实现，在“义务-权利-责任”的框架内实现体育赛事价格活动的“义务权利相一致”。消费者、经营者和政府在体育赛事定价商谈中完成不同的角色。通过公共领域听证制度和代表制度，我们可尝试进行制度规则拟制，进一步促进赛事定价领域的商谈民主形成。

关键词：体育赛事定价；权利；制度；主体；商谈民主

中图分类号：G812.0 文献标识码：A文章编号：1006-2076（2018）01-0009-06

Abstract：The appearance of sports event pricing not only shows the immature sports market， but also shows the lag of the construction of the rule of law in China's sports market. The recklessness， arbitrariness and profitability of sports game pricing go beyond its due social， participation and legitimacy， resulting in the loss of the related subject rights protection， and will eventually influence sports event operator and the sports event itself sustainable development. In the context of economic democracy and deliberative democracy， the prices of the sports events should be starting from the construction of discourse， field and rules， and settled in the realization of the subjective rights， realizing the correspondence of right and obligation within the framework of right， obligation and responsibility. Operators， consumers and the government have played different roles in the price negotiation of sports events. Through the representative system and the hearing system in the public sphere， we can try to draw regulations and rules， and promote the formation of the negotiations in the field of sports competition pricing.

Key words：sports event pricing； right； system； subject； deliberative democracy

1 问题缘起：体育赛事定价的困境与出路

“体育赛事定价环节不仅是营销的关键环节，更是主办方与消费者之间具有法律意义的市场行为。[1]”价格是市场经济运行的关键要素，但是体育赛事的价格问题一直因多方面的因素并未得到实务界的重视，现有的体育赛事定价策略的研究，多集中在传播促进体育赛事品牌效应以及体育市场化进程的推进方面。可以说，在体育市场化发展的初期，体育賽事的定价多受制于体育产业市场的完善度和体育品牌的大众熟知度。体育产业化既赋予了体育赛事运营方平等自主的定价权利，又赋予了体育赛事经营者更多的发展空间可能，2014-2015赛季中国职业篮球联赛总决赛辽宁赛区的临时涨价事件（以下简称CBA事件）将这一问题推向了舆论的浪尖风口。……