从“奥运即开票”的发行看我国即开型体育彩票的营销策略

Marketing strategies of instant sports lottery in China as seen from Olympic Instant Lottery

采用文献资料法、比较研究法、逻辑分析法对我国以奥运为主题发行的"顶呱刮"即开型体育彩票进行实证分析,通过对国外即开型彩票发行先进经验的探讨,提出未来我国即开型体育彩票在营销中应采用提高返奖率、丰富玩法种类、增加高价票销售数量、加大头奖奖金设置、监管弃奖利用等策略。

Through study of Olympic Instant Lottery issued in China and instant lottery issuing in foreign countries,this paper suggested that the future instant sports lottery marketing should raise money return rate, enrich kinds of lottery and issue more high price lottery, return more to first prize and supervise better utility of abandoned prizes.