网络彩票销售制约下的体育彩票营销研究——以上海市彩民为例  

Research on the Innovation of Sports Lottery Marketing under the Restriction of Network Lottery Sales——A case study of Shanghai

作　　者：郑诗畅 刘宁宁[1] 杨腕舒 李荣日[1] ZHENG Shi-chang LIU Ning-ning YANG Wan-shu LI Rong-ri

机构地区：[1]华东理工大学体育经济理论研究所,上海200237

出　　处：《哈尔滨体育学院学报》2016年第6期50-56,共7页Journal of Harbin Sport University

基　　金：上海市体育社会科学决策咨询研究项目(编号:TYSKYJ2016045)

摘　　要：采用文献资料、问卷调查等研究方法,基于体育彩票互联网销售暂停的背景,本文从彩民的性别特征、年龄分布、经济收入、购彩金额、购彩目的、购彩方式六个方面对我国体育彩票的销售现状进行了调查分析。研究发现:我国体育彩票在销售中存在市场占有率低、限售量不稳定、服务质量不高、私彩泛滥的问题。并针对以上问题,本文从政府视角和销售网点视角提出了营销策略,力图给不同层次体育彩票管理人员和销售人员提供有价值的借鉴,为我国体育彩票业的健康发展提供理论支撑。Using literature, questionair, basing on the background of stopping the Internet sports lottery selling, this paper analyzd sports lottery marketing status basis of gender,age, income, cost of sports lottery, purposes and approaches of buying sports lottery. Study shows ： during the sports lottery selling, there are many problems, including low rate of mar-keting share, instability of sales volume, bad service quality and abuse of privat lottery. For these shortcoming, this paper puts forward corresponding marketing stratagies, hopefully to provide valuable reference for different levels lottery managers and salesmen, and provide a theoretical basis for the sports lottery market in China sustained and healthy development.

关 键 词：体育彩票 营销 策略 

分 类 号：G80-05[文化科学—运动人体科学]