体育彩票消费者不同需求的差异化营销策略——以浙北地区为例  

The Study of the Differentiate Marketing Strategy on the Diversty Needs of the Sports Lottery Consumers——taking north city of Zhejiang province as example

作　　者：韩秋红[1] 

机构地区：[1]湖州师范学院体育学院,浙江湖州313000

出　　处：《浙江体育科学》2011年第1期22-26,共5页Zhejiang Sport Science

基　　金：2010年湖州师范学院科学研究重点项目(KY2010015);湖州师范学院与湖州市体育彩票中心服务地方课题(FD2010018)

摘　　要：以浙北地区为例,采用问卷调查法、实地考察法、访谈等多种研究方法,探究体育彩票消费者不同需求的差异化营销策略。结果表明:体育彩票管理人员和体育彩票销售者应针对不同的彩民需求状态采取不同的营销策略,才能更好地满足体育彩民的需要。针对否定需求的彩民,应采取转化刺激性营销策略;针对充分需求的彩民,应采取"4R理论"营销策略;针对退却需求的彩民,应采取"再"营销策略;针对潜在需求的彩民,可采取发展性营销策略;针对过度需求的彩民,可采取限制性营销策略。Taking north city of Zhejiang province as example , with the application of questionnaires, site visits, interviews and other research methods, we explore differentiated marketing strategy to meet the different needs of sports lottery consumers. The results show that： salers and managers of sports lottery should take different marketing strat- egies when faced with diversity needs as well as satisfy them in a better way. For the negative demand of lottery, we had better to take transformative marketing strategies to irritate. For the full needs of lottery, taking ＂4R theory＂ marketing strategy is a good choice. For the demand of sorts of retreation towards lottery ,we can take ＂more＂ marketing strategy. For the potential demand of lottery, to apply the developing marketing strategy can be significant. For excessive demand of lottery, it is efficient to take the restrictive marketing strategy.

关 键 词：体育彩票 彩民 差异化营销 不同需求 

分 类 号：G80-05[文化科学—运动人体科学]