在数字型彩票中体彩排列三销量提升的策略  

Research on the Influencing Factors to the Numbers:Strategies for Increasing the Sales of Pick 3

作　　者：李刚[1] 

机构地区：[1]上海师范大学商学院,上海200234

出　　处：《首都体育学院学报》2012年第6期483-493,共11页Journal of Capital University of Physical Education and Sports

基　　金：2011年度教育部人文社会科学研究规划基金项目"社会福利最大化约束下我国彩票销量的合意规模测度及其实现的研究"(11YJAZH044);2013年度上海市教委科研创新一般项目"责任彩票战略实施机制的研究"(13YS030)阶段性研究成果

摘　　要：采用时间序列角度,从短时期跨度和长时期跨度2个方面考察体彩排列三和福彩3D2支数字型彩票销量的影响因素。研究发现:当前数字型彩票已临近衰退期:体彩排列三需求弹性为3.35;彩民倾向于将直选奖金用于非彩票方面,组选奖金用于继续购彩;体彩排列三与福彩3D以荣衰与共的互补关系为主;2008年5月的体彩排列三限赔限号事件代价巨大等。借鉴产业集聚效应与合作营销相关理论,认为为提升体彩排列三等数字型彩票销量,应不断推出衍生新玩法,返奖率提高至60%,体彩中心与福彩中心开展合作营销,树立防范意识恰当应对危机等。This paper researches the influencing factors to two Numbers：Pick 3 of Sports lottery and 3D of welfare lottery on the angle of time series including two aspects of short and long time span. We find that： the Numbers has been close to recession period; the demand elasticity of Pick 3 is 3. 35;Players is client to spent straight prize in to non lottery areas and box prize in buying lottery; the relation between Pick 3 and 3D is more complementary than competitive; the Accident of Limiting Odds and Numbers for Pick 3 in May 2008 cost enormously. By adopting relative theories on the Industry Agglomeration Effect and Co-marketing, in order to increase the sales of Pick 3, we put forward suggestion as below： new derivative bets should be launched; the Pay-out rate should be increase to 60 % ; Sports Lottery Center and Welfare Lottery Center should carry out Co-marketing together; Crisis of lottery should be on guard and be responded properly.

关 键 词：体彩排列三 数字型彩票 销量影响因素 合作营销 

分 类 号：G80-05[文化科学—运动人体科学]