傅钢强　刘东锋

摘    要：为了探究中国马拉松路跑赛事产业如何高质量发展，运用超越对数成本函数模型对中国9个马拉松路跑赛事企业的规模经济和范围经济进行实证分析。研究结果表明：1）马拉松路跑赛事企业的规模经济产生在样本企业长期平均成本不断增长而固定生产要素短期边际成本不断降低的阶段。范围经济则产生在综合举办多种赛事时样本企业长期平均成本不断降低而相关总利润却不断增长的阶段。样本马拉松路跑赛事企业的规模经济系数和范围经济系数计算结果表明，各个样本企业应提高所投入的生产要素的使用效率。2）大部分样本马拉松路跑赛事企业获得了规模经济效益，并且一部分样本企业的规模经济效益已接近峰值，应重新调整业务。3）赛事运营类企业以外的其他两类马拉松路跑赛事企业产生了范围不经济，并且赛前策划和培训类企业范围不经济有加剧趋势。基于以上提出打造中国马拉松路跑赛事IP，同时要避免盲目扩大赛事规模等建议。

关键词：中国;马拉松赛事;路跑赛事;马拉松赛事产业;规模经济;范围经济;体育企业

中图分类号：G 80-052          学科代码：040301           文献标识码：A

Abstract： To explore how to realize the high-quality development of marathon road running industry. Through the empirical analysis model， this paper analyzes the economies of scale and scope of 9 marathon race enterprises in China by applying the Trans-log Cost Function. The results show that 1） The scale economy of marathon road race industry comes into being when the long-term specialization cost of sample enterprises keeps increasing， whereas the marginal cost of fixed factors keeps decreasing. Economies of scope emerge in a period in which the average cost of the sample enterprises decreases， while the total profit increases when multiple events are held together. The calculation results of economies of both scale and scope of sample marathon race enterprises show that each sample enterprise should improve the use efficiency of production factors. 2） Most of the sample marathon road race enterprises have economies of scale， and the effect of economies of scale in some enterprises is close to the peak， so the business development strategy should be readjusted. 3） In addition to the event operation enterprises， two other types of marathon road running enterprises show a certain degree of scope diseconomy， and the pre-race training enterprises have a tendency of intensification. Based on the above， some suggestions are put forward， including developing high-quality IP marathon road running events and extending the industrial chain of marathon road running events.

Keywords： China; marathon events; road running events; marathon industry; economies of scale; economies of scope; sports enterprise

隨着中国经济社会发展和居民体育消费需求的增长，近些年中国马拉松路跑赛事的数量激增。有相关统计数据显示：在2015年，全国仅有79座城市举办了马拉松赛事，到2017年增加到了234座，而在2019年举办马拉松赛事的城市范围已覆盖全国70%的地级市。……