竞猜型赛马彩票的市场前景研究  

Prospects for quiz-type horse-racing lottery market

作　　者：马辉[1] 李海[1] 

机构地区：[1]上海体育学院体育赛事研究中心,上海200438

出　　处：《武汉体育学院学报》2010年第9期37-40,共4页Journal of Wuhan Sports University

基　　金：国家社会科学基金项目(08CTY005)

摘　　要：对竞猜型赛马彩票的市场前景进行理论和实证分析。通过理论层面分析,得出赛马彩票可以弥补彩票市场空缺,改善体育彩票的彩民结构,打压私彩市场并能够推动宏观经济发展。通过对上海市场进行调查,分析各层次人士对赛马彩票的态度、购买目的与购买金额,预测上海市及全国的赛马彩票市场前景,并在发行方式的选择、赛事规范性、营销模式和相关产品开发等方面提出相应的市场开发策略。Theoretical and empirical analysis was made into the prospects for quiz-type horse-racing lottery market.It was found that horse-racing lottery could bring more buyers to the lottery market,limit the illegal lottery market and promote the macro-economic development.The investigation of lottery market in Shanghai helped analyze the buyers＇ attitudes,purposes and amount of money spent of lottery purchasing.Furthermore,it helped predict the future of the horse-racing lottery market in Shanghai and in other places in China.In this paper,countermeasures for market development with regard to the race regulation,marketing modes and product development were proposed.

关 键 词：体育彩票 赛马彩票 市场前景 市场开发策略 

分 类 号：G80-05[文化科学—运动人体科学]