中国体育彩票月度省级销售综合指数体系的构建与应用

Construction and Application of the Monthly Provincial Sales Composite Index System for China Sports Lottery

在前期研究基础上,构建了中国体育彩票月度时频和省级层面的销售综合指数体系,从销售水平、筹资效率和地区均衡等方面展示了体育彩票销售质量状况和变化趋势,评估了新冠疫情、世界杯和彩票营销活动对体育彩票销售的影响。研究证实了中国体育彩票取得的显著成绩,如多年来发展效益与质量同步提升,抵御了新冠疫情巨大负面冲击等;但也发现一些问题:除乐透型外其他类型彩票的销售质量不高,尚未形成各地区间均衡发展,营销活动效果有限等。研究提出:依托体育彩票全国统一运营平台优势,推广和应用本文构建的指数体系;严格防控竞猜型彩票销售严重过量风险,完善乐透型彩票游戏规则,重点关注数字型彩票在西部省份市场开发过度问题,提升即开型彩票在东部省份的销售水平;增强彩票营销活动的全周期效果。

Based on previous studies,this paper constructs a sales composite index system with monthly frequency and provincial level for China Sports Lottery,analyzes the quality and variation tendency of sports lottery sales from the perspectives of sales level,fund-raising efficiency and regional proportion,evaluates the impact of the COVID-19 pandemic,World Cup and lottery marketing on the sports lottery sales.This paper confirms that China Sports Lottery has got remarkable achievements,such as the synchronous improvement of development revenue and quality in recent years and the resilience to the huge negative impact of the COVID-19 pandemic.Some problems have also been identified,such as the low sales quality of other types except for the Lotto,lack of proportionate development among provinces,and the limited effectiveness of marketing activities.This study proposes to promote and apply the Index System constructed in this paper with the advantages of the national unified operation platform for sports lottery,to strictly control the excessive sales risk of the Toto,to improve game rules for the Lotto,to pay attention to the overdeveloping of the Numbers in western provinces and enhance the sales of the Instant in eastern provinces;and to improve the full-cycle effectiveness of lottery marketing activities.