苏、锡、宁体育彩票营销模式对比研究

A Comparative Study on Marketing Models of Sports Lottery in Suzhou,Wuxi,and Nanjing

通过文献资料、数理统计、走访调查等研究方法在对苏州、无锡、南京三市体育彩票销售情况分析的基础上对三地体育彩票营销模式进行了对比分析。调查发现:三市在彩票营销组织架构上存在不同,在营销模式上各具特色,苏州凸显渠道建设,南京彰显整合营销,无锡则重视新产品开发营销,并指出整体存在的问题:营销水平不高、自组织营销缺失、营销人才队伍建设不足、营销针对性不强、站点生存生态恶化等。在此基础上提出了体育彩票营销的对策:建立公益先行的体育彩票营销概念思路;建立基于人群的体育彩票营销策略;建立人情化的渠道建设思路;完善体育彩票营销组织架构;调动体育彩票销售站点、员的营销热情;建立基于本国赛事的竞彩制度。

In the present project,we compared the sports lottery marketing models in Suzhou,Wuxi and Nanjing, based on the investigation we conducted into the sports lottery sales when we visited the three cities. We found that the three cities differed in the organizational structure of lottery marketing,each with its unique marketing model：Suzhou highlighting channel construction, Nanjing emphasizing integrated marketing and Wuxi focusing on new product development. We also identified such problems as low-level marketing, lack of self-organized marketing, shortage of qualified marketing personnel,weak targeted marketing and deteriorating survival environment of the lot-tery stations. We offer the following countermeasures：a welfare-first sports lottery marketing philosophy;population-based sports lottery marketing strategies;human-oriented channel construction,an improved organizational structure for sports lottery sales,enthusiastic marketing staff,and an SMG system based on domestic sports events.