摘要
文章运用文献研究、比较研究和案例分析等方法,分析了我国即开型彩票发展陷入困境的原因,研究发现,我国即开型彩票在法律保障、监管运营体制、公信力建设、奖金结构和营销模式等方面已经不能适应快速变化的市场需求,亟待改进。建议:出台《彩票法》,加强法律保障;实行监管与运营分离,坚持市场化导向,提高市场反馈效率;坚守底线,透明操作,提升即开型彩票的公信力;优化奖金结构,增强彩民购彩体验和忠诚度;创新营销模式,拓展销售渠道,扩大市场份额,使即开型彩票摆脱困境。
This paper applied literature research,comparative research and case analysis method,through analyzing the reason why China’s instant lottery getting into trouble in recent years.The research shows that our instant lottery has been unable to adapt to the rapidly changing market demand in the management system,legal safeguards public trust,bonus structure and marketing model,so it requires an urgent improvement.Suggestions:introduction of the Lottery Law,strengthening legal safeguards;adhere to market-oriented operation,improve the efficiency of market feedback;stick to the bottom line and transparent operation,improve the instant lottery credibility;optimize bonus structure,enhance lottery players experience and loyalty;innovate marketing model,increase sales channels,expand market share,make the instant lottery out of trouble.
出处
《社会福利》
2019年第4期36-40,57,共6页
Social Welfare
基金
中央高校基本科研业务费资助项目(课题编号SGYYB2019-45)阶段性研究成果
关键词
即开型彩票
运营
研究
Instant lottery
Operation status
Research
