广东省体育彩票营销策略与管理模式研究

【作者】 林瑛；

【导师】 郑传均；

【作者基本信息】 中南大学 ， 管理科学与工程， 2006， 硕士

【摘要】 发行体育彩票是体育事业的重要经济基础，是许多国家体育经费的主要来源之一。因此，大力发展体育彩票不仅是国民经济快速发展的必需，也是社会结构转型，体育事业持续健康发展的重要保障。本文从广东体育彩票的发展历史入手，从经济学、产业经济学的角度分析了体育彩票市场的基本理论，阐述了广东体育彩票的发展现状，以广东福利为基准，比较在同一市场中，体育彩票与福利彩票的差距，通过寻找差距，分析广东体育彩票存在的问题。主要有几方面的差距：管理模式、市场份额、销售渠道、资金分配、产品体系。造成差距的主要原因，是广东体育彩票在管理模式、市场结构、人才结构、营销体系等方面的因素造成的。针对广东体育彩票市场调查的成果，提出了广东体育彩票的管理模式和营销策略发展建议。在管理模式上要进行重构，减少中间环节，加大人财物的直接管理，建立直管模式，提高管理效率；在市场结构方面要针对福利彩票，进行市场调整，大力发展竞猜型彩票；在营销策略上要紧抓五个战略：多元化的产品战略、品牌发展战略、完善销售渠道战略、机制建设战略、人才发展战略。更多还原

【Abstract】 Launching sports lottery is the important economic base of sports utility, and one of the main sources of the national sports funds as well. Therefore, energetically developing sports lottery is not only necessary for the fast development of national economy, but also the guarantee of both social structure transform and lasting a healthy sports utility.Beginning with the history of the development of Guangdong sports lottery, this article analyzes the basic theory of sports lottery market from an economic and industry economic angle, expounding the sports lottery situation now in Guangdong. Taking Guangdong welfare lottery as criterion, it compares the differences and gap between sports lottery and welfare lottery in the same market, which helps to find out the problems existing in Guangdong sports lottery. There are some aspects of differences: management mode, market share, marketing channel, capital distribution and product system. The main reasons for these differences lie in the management mode, market structure, human resource structure and marketing system of Guangdong sports lottery. Suggestions will be made for the management mode and marketing strategy of Guangdong sports lottery according to the result of market survey. Restructure should be made to build a direct management mode, to reduce the intermediary round, to directly manage the human resource and capital, and most importantly, to increase managing efficiency. For the market structure, adjustment should be taken aiming at the welfare lottery to develop competes guessing style. For the marketing strategy, five ones should be focused on: product multiplication, brand development, marketing channel perfection, mechanism build and human resource development.更多还原