跨界融合背景下我国彩票业销售渠道精准服务研究

Research on Precise Service of China’s Lottery Sales Channels Under the Background of Cross-border Integration

通过研究我国跨界售彩渠道服务现状,发现我国跨界售彩渠道品种不足、专业规范性不高、信息化运用不足、监管不到位等问题。究其原因在于,我国跨界售彩服务人工成本高、收益低,售彩服务专业性强、要求高,而目前我国彩票专业人才匮乏、渠道维护意识淡漠、政策法规调整滞后等。因此,依据市场营销学市场细分理论,对彩票跨界渠道进行分类和定位十分必要,通过新技术准确把握跨界渠道彩民需求点;丰富跨界渠道售彩品种;加强跨界渠道售彩人员培训;强化渠道管理,使跨界售彩更加规范化、标准化和专业化;提高信息化水平,更新原有技术设备;完善现行政策法规,加强对跨界渠道监管,从而实现跨界渠道精准服务。

By studying the current situation of cross-border selling lottery services in China,this paper found that there are many problems in cross-border selling lottery services in China,such as lack of varieties,lack of professional standardization,insufficient application of information technology and inadequate supervision.The reason is that China's cross-border lottery service has high labor cost and low income,professional lottery service and high requirements.However,China's lottery professionals are in short supply,channel maintenance awareness is weak,and policies and regulations lag behind.Therefore,according to the market segmentation theory of marketing,it is necessary to classify and position the cross-border channels of lottery,and accurately grasp the demand points of the cross-border channels through new technologies.Enrich the variety of cross-border sales;Strengthening the training of color sales personnel in cross-border channels;Strengthen channel management,so that the cross-border sales more standardized,standardized and professional;Improve the level of information technology,update the original technical equipment;Improve the current policies and regulations,strengthen the supervision of cross-border channels,so as to achieve accurate services of cross-border channels.