【作者】 李征宇；

【导师】 邓达之；

【作者基本信息】 武汉体育学院 ， 体育教育训练学， 2007， 硕士

【摘要】 我国从1994年开始发行体育彩票,多年的实践运作表明,体育彩票对体育事业的发展起着积极的作用,取得了良好的社会效益和经济效益。2002年3月全国26个省市正式推广发行足球彩票, 2002年4月6日正式发行足球彩票,河南省作为第二批足彩发行省市和我国第一大人口大省,足球环境良好,足球彩票的市场潜力很大。河南省经济基础较为薄弱,迫切需要筹集资金来发展体育事业。足球彩票的发行能较好地筹集资金,增加财政收入,同时能带动多种相关产业的发展。在以消费者为导向的现代市场经济条件下,要开拓足球彩票市场,开展市场预测和市场营销,就一定要把握消费者的行为特征。旨在为河南省足球彩票市场的经营策略提供依据,探索河南省足彩工作的发展趋势,为全国推广足球彩票提供参考和理论依据,填补我省足彩研究的空白。本研究通过文献资料法、访谈法、问卷调查法、访谈法、数理统计法、逻辑分析法对河南省足球彩票的彩民进行深入的调查研究,分析了河南省足球彩票消费者的消费行为得出如下结论:1、河南省购买足球彩票者的男性明显多于女性。彩民的年龄主要集中在18～29岁之间,成年人随着年龄的增长呈递减趋势。而彩民随着年龄的增长呈递减趋势。参加体育活动的足球彩民占总体的大多数,足球彩票购卖率与参加体育活动有很大关系;彩民中随着喜欢程度的增加,购买率呈上升趋势。2、体育彩民大部分人都喜欢胜负游戏。3、彩民心目中的最佳购买地点是小区便利店和单位附近。大多数消费者的消费心理尚不成熟,人们购买足球彩票的目的主要为中大奖、碰运气。4、河南省购买体育彩票的人群相对稳定。并有逐渐增加的趋势。5、我省足球彩民认为河南足球彩票信誉一般;认为其销售点的布局不太合理;对销售人员的服务质量和购票环境的满意程度不高。6、影响我省足球彩民购买行为的主要因素有:消费心理因子,宣传因子,管理因子,销售因子,设奖因子,市场竞争因子等。根据以上现状提出了促进河南省足球彩票票消费者消费行为的对策,转变观念,树立足球彩票市场营销的基本理念,重视宣传,引导健康的足球彩票消费行为,优化销售点布局,提高上岗人员素质和服务水平,健全河南省足球彩票的销售网络,提高体育彩票的信誉度,塑造良好的品牌形象,增加足球彩票的玩法,丰富其内涵,调整足球彩票的游戏规则,适当增加低额奖项,为体育彩民提供更多的服务。更多还原

【Abstract】 Our country has circulated sports lottery ticket since 1994, have another the fulfillment operation enunciation of many years, the athletics lottery ticket rises to the development of the athletics business aggressive function, obtained the good social performance and economic performances.26cities of whole country have formal expansion issue soccer lottery ticket since March of 2002, as the second issue city with colorful foot, Henan have circulated the soccer lottery ticket formally since April 6 in 2002.Henan is an our country a big province of the first adult, the soccer environment is good, the market potential of the soccer lottery ticket is very big. But the Economic foundation of Henan is weaker, needing to raise the funds urgently to develop the athletics business. The issue of the soccer lottery ticket can compare to raise the funds goodly, the increment public finance income; can arouse various developments of related industry at the same time.Under the condition of the modern market economy that regards the consumer as the direction, to expand the soccer lottery ticket market, open the exhibition market estimate and the market marketing, must hold the behavior characteristic of the consumer. The aim is providing the basis for the management strategy of the soccer lottery ticket market of Henan, investigating the foot of Henan development trend of the soccer lottery ticket work, expanding the soccer lottery ticket to provide the reference and theorists for the whole country according to, fill up my province foot blank of the soccer lottery research. This research through the cultural heritage data method, the interview method, questionnaire survey, the interview method, mathematics covariance method, logic analysis method to carry on the thorough inquisition research to the lottery buyer of the soccer lottery ticket of Henan, analyzing the consumption behavior of the soccer lottery ticket consumer of Henan:1、In Henan province the obvious precious sight more female of the soccer lottery ticket then male. The main concentration of the soccer lottery ticket consumer’s age has main inquisition number between 18-29 years old, the adult presents the trend of gradually decrease along with the growth of the age. The comparison dissimilarity that different cultural layer have in soccer lottery ticket consumer, among them, the person of the educational background of the specialty and senior high school is most,but along with the aggrandizement of the income, purchase the rate to descend quickly. The consumer that attends the athletics activity to purchase the soccer lottery ticket. The soccer lottery ticket buys to sell the rate with attend the athletics activity to purchase the rate to present the up-trend. 2、Most of the soccer lottery ticket consumer of Henan like the victory or defeat game. 3、The best purchase the location is a small area convenience store and the unit neighborhood. Most consumption mental states of consumer are still not mature, the people mainly purchase the purpose of the soccer lottery ticket for hit the jackpot, try one’s luck. The intention condition and analysis of the soccer lottery ticket consumers. 4、The enunciation purchases the opposite stability of the crowd of the athletics lottery ticket, also gradual augmentative trend. 5、It is generally regard that There is not enough convenience of the athletics lottery ticket. Most of the soccer lottery ticket consumers of Henan do not satisfy the ticket environment circumstance general, and the personnel’s service quantity to need to raise.6、The main factor of influence the soccer lottery ticket consumers’behavior is the publicity factor, the management factor, the sale factor, establish the prize factor, the market competition factor, etc.According to the above present condition put forward to promote Henan of the counter plan that soccer lottery ticket consumer consumes the behavior, the change idea, the basic principle that set up the soccer lottery ticket market marketing, value the publicity, guide the healthy soccer lottery ticket consumption behavior, excellent turn the sale to order the layout, in the exaltation the personnel’s character and the service level, the sale network of the sound soccer lottery ticket of Henan, exaltation the athletics lottery ticket of prestige, mold the good brand image, the play that increase the soccer lottery ticket, abundant its content, the rules of the game that adjust the soccer lottery ticket, the adequacy increases the low sum awards, providing more services for the soccer lottery ticket consumer of athletics.更多还原