我国彩票业务模式的网络化转型问题研究

The Study of E-Business Model Transformation on China Lottery

网络正在快速而大规模地变革人们的生活、工作方式,也在大规模而快速地变革各个领域企业的业务模式。在这个背景下,我国彩票的网络销售多年来屡次被禁,既凸显了网络变革彩票模式的巨大潜力,也凸显了我国彩票面临的尴尬挑战。本文基于商业模式理论,分析了监管层禁止网络售彩的实质原因,以及既有彩票模式在价值主张、目标群体、界面模式、运作模式与相关资源能力等要素上面临的困境与挑战,并据此提出新模式的关键要素特征:在坚持公益与责任的价值主张下,扩大购彩的有益目标人群,建立网上和分销网点融合的直销界面模式,分销网点转型为客户体验中心,构建基于大数据的新型市场监管能力、新的产品设计与验证模式。

Lives and working model were greatly and rapidly changed by web, and every corner of business model of enterprises was also changed, however, online selling of lottery in China was banned several times over years due to roaring demand of online lottery purchase. On one hand, it shows the high potential of online lottery selling, on the other hand, it exposes the challenge and weakness of lottery management in China. Based on business model theory, this article studies the reason of on-line sales banned by the regulator difficulties and challenges of current lottery business model shown in the following factors of value proposition, target group, interface formula, operating model and capabilities related. Finally author suggested the features of key elements for a new model. In considering of public interest &social responsibility, we shall enlarge specific target buyers who really focus their attention on public welfare while purchasing lottery, set up direct-selling interface formula with on-line sales and traditional shops, change lottery shops into Customer Experience Centers, and form new market monitoring capacity based on big data and also new product design and verification model.