This paper aims to understand the key of American University sports market development, using the method of literature and mathematical statistics law through economics "supply", "demand" and "income" to analyze, draw the conclusion: in the "supply", grading system and strict implementation of NCAA quality competition, to fair competition all products and maintain competition between; in the "demand", really grasp the factors of demand for consumption university sports fans, the audience watching the game experience and fans for number of people participating in the contest the expectations of schools and school nearby residents; in the "income", improve the high "TV broadcasting rights", "sponsorship"and the loyal fans of"the ticket income".%文章旨在了解美国大学运动市场发展之关键所在，采用文献资料法和数理统计法透过经济学中“供给”、“需求”及“收入”等角度分析后，得出结论：在“供给”方面，NCAA成功且严格的执行竞赛的分级制度，以维持竞赛产品的品质及各校间的公平竞争；在“需求”方面，确实掌握球迷对于大学运动消费需求的因素，有观众观看比赛的经验和球迷对于参与竞赛学校的期望及学校附近的居民人数；在“收入”方面，提高高额的“电视转播权利金”、“厂商赞助”及忠实球迷的“门票收入”。
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