我国竞猜型体育彩票销量影响因素研究

Study on the Factors Influencing the Sales of Competitive Sports Lottery in China

采用动态面板数据计量方法,以竞猜型体育彩票为研究对象,分析竞猜型体育彩票销量的影响因素。结果表明:竞猜型体育彩票的滞后一期销量对当期销量有显著影响;人口数量的变化和市场营销费用与销量的相关性非常显著;销售网点数量和人均GDP的变化对竞猜型体育彩票销售均没有显著性影响。竞彩产品创新政策和国内重大赛事对于竞猜型体育彩票销量有非常显著的影响。基于此提出促进竞猜型体育彩票的销量提升的对策:优化渠道布局;加大市场营销投入;发掘老客户的潜力;发展潜在客户;创新产品。

By using the dynamic panel data measurement method,taking the competitive sports lottery as the research object,this paper analyzes the influencing factors of the sales of competitive sports lottery.The results show that the lagging sales of competitive sports lottery have a significant impact on the current sales;the change of population and the correlation between marketing costs and sales are very significant;the number of sales outlets and the change of per capita GDP have no significant impact on the sales of competitive sports lottery.The innovation policy of competitive lottery products and major domestic events has a very significant impact on the sales of competitive sports lottery.Based on this,this paper puts forward the countermeasures to promote the sales of competitive sports lottery:optimizing the distribution of channels,increasing marketing investment,tapping the potential of old customers,developing potential customers,and innovating products.