摘要
体育彩票销量事关体育彩票业的可持续发展。基于1999-2009年四川省体育彩票销量的数据,就影响体育彩票的相关因素,构建了体育彩票销量的计量模型,研究发现:彩票发行销售成本、网点数量是影响体育彩票销量的重要因素,城镇居民可支配收入对体育彩票销量的提升不显著。为此,提出了提升四川省体育彩票销量的促销策略,它们是:强化销售网点的布局,完善销售渠道;强化广告宣传,提升品牌形象;强化销售队伍的建设,提高网点服务质量。
The sales volume of sports lottery matters to the sustainable development of sports lottery industry. Based on the sales data of sports lottery in Sichuan from 1999 -2009, the paper establishes the measurement model of sports lottery sales according to the relevant factors that influence sports lottery, with the research result indicating that the cost of sports lottery sales and the number of sales outlets constitute the important factors influencing the sales volume of sports lottery. Urban citizens＇ disposable income brings about no significant promotion to sports lottery sales. Thus some sales promotion strategies are suggested herein, including strengthening the layout of the sales outlets to channels; strengthening publicity to improve the the service quality of the sales outlets. brand image; bettering the construction of the sales expand the sales teams to improve
出处
《成都体育学院学报》
CSSCI
北大核心
2012年第9期1-7,共7页
Journal of Chengdu Sport University
基金
国家社会科学基金重点项目(10ATY002)阶段性成果
关键词
体育彩票销量
计量模型
销售网点
促销策略
四川省
sports lottery sales
measurement model
sales outlets
sales promotion strategy
Sichuan Province
