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Why concert-goers should welcome dynamic pricing
为什么去演唱会的人应该欢迎动态定价
The hotly anticipated comeback of a 1990s British legend sold out fast. To celebrate its 30th birthday, St. John, a restaurant that pioneered modern British cooking, brought back its menu from 1994, along with prices from 1994.
一个90年代英国传奇乐队将进行万众期待的回归演出，门票迅速售罄。为了庆祝圣约翰餐厅的30岁生日，这家开创了现代英国烹饪的餐厅带回了它在1994年的菜单，而且价格也与1994年一样。
As punters rushed to take advantage, tables were booked up in seconds—leaving most empty-handed. Yet the fate of London’s foodies captured less attention than that of the parka-clad fans who missed out on tickets to see the reunion of Oasis, a laddish rock band.
客人们争先恐后地想捡这个便宜，于是桌位在几秒钟内就被预订一空，大多数人都没能订到。然而，这些伦敦食客的命运所得到的关注比不上那些穿着派克大衣、没买到绿洲乐队重组演出门票的粉丝，绿洲是一支少年气质的摇滚乐队。
Owing to algorithmic “dynamic pricing”, in which prices of tickets adjust in response to demand, the cost of a standing ticket rose from 135 pounds ($180) to 335 pounds in the time many were queuing online, often for hours, to book.
由于采用了“动态定价”算法，即门票价格根据需求进行调整，因此在许多人线上排队订票的数小时里，一张站票的价格从135英镑（合180美元）涨到了335英镑。
The government swiftly announced a probe. “We’ll grip this and make sure that tickets are available at a price that people can actually afford,” promised Sir Keir Starmer, Britain’s prime minister.
政府迅速宣布将对定价进行调查。“我们会控制住局面，确保门票价格在人们实际能够承受的范围内。”英国首相基尔·斯塔默爵士承诺。
Additional fees for booking certainly look a little like the actions of a rent-seeker. But there is a difference between monopolistic behaviour and allowing prices to respond to demand.
对订票额外收费确实看起来有点像寻租者的行为。但是垄断行为和允许价格对需求做出反应是有区别的。
In fact, dynamic pricing ought to be good for fans. As the contrasting examples of St. John and Oasis show, availability and affordability are in tension.
事实上，动态定价应该是对粉丝有好处的。就像圣约翰餐厅和绿洲的鲜明对比所表明的，可购买性和可负担性之间存在紧张关系。
In St. John’s case, ultra-low prices meant demand swamped supply. The menu may have been affordable, yet only for the lucky few who grabbed a table. Dedicated fans of Oasis can at least make the gigs, even if they have to pay through the nose.
在圣约翰餐厅的情况中，超低价格意味着需求淹没了供应。菜单上的价格可能是可以负担的，但只有少数幸运儿能抢到座位。虽然粉丝们不得不付出过于高昂的价格，但绿洲乐队的忠实粉丝至少可以买到票去看演出。
In an ideal market prices reflect the willingness of consumers to pay. If Oasis tickets were sold for 20 pounds—roughly the amount that they cost three decades ago—many would be snapped up by people looking for a cheap night out, rather than genuine devotees.
在理想市场中，价格反映了消费者的支付意愿。如果绿洲乐队的门票售价为20英镑——大致相当于三十年前的价格——那么许多票会被那些只想找个便宜的夜间活动的人抢购，而不是被真正的粉丝买走。
Economists favour responsive prices since they can ensure that both consumer and producer “surplus” is maximised: those who value the good or service most get their hands on it; the seller gets a suitable reward.
经济学家们青睐能响应需求的价格，因为这种价格可以确保消费者和生产者“剩余”都能最大化：那些对商品或服务估价最高的人买到了商品或服务，卖家也得到了合适的回报。
