我国篮球彩票经营现状及发展模式研究
发布时间：2019-04-12 11:27
【摘要】： 经济的发展、篮球市场的繁荣催动了篮球彩票的产生。篮球彩票作为体育博彩的一个重要组成部分,在篮球市场发达的美国及欧洲获得了明显的效益,但是我国篮球彩票起步较晚,没有现成经验可以借鉴,因此作者主要就现在篮球彩票市场经营状况进行了调研。以期通过调研分析出我国篮球彩票市场发展程度,提出篮球彩票发展目标模式,为体育彩票管理中心制定篮球彩票发展规划提供理论依据。主要内容如下: 1.以篮球彩票消费者基本情况、购彩动机、购彩频率、投注方式、每次购彩金额、期望游戏规则;全国、上海、广东规则下篮球彩票2005年年销售情况;篮球彩票销售人员业务素质、销售周期确定、经营地点选取;宣传内容与宣传方式、宣传渠道与宣传力度、篮球彩票票面设计;组织管理体制;管理队伍;资金流向、彩票立法等为调查目标,对形成篮球彩票现有消费局面进行了深入细致的分析。 调查结果显示,我国NBA篮球家庭多达3亿之众,具有购买能力的篮球迷占到50%以上,但是我国篮球彩票2005年年销售总额不及当年体彩排列3单期的最高销售额,仅从销售额上就可见我国篮球彩票市场发展很不完善;我国篮球彩票游戏规则没有新意,排列4型的篮球彩票既不能够吸引数字型彩民,又不能够吸引真正的篮球迷,使得篮球彩票一开始就输在了起跑线上,应该大力开发透透型篮球彩票市场;宣传力度与宣传方式极度匮乏,且有舆论误导的趋势,使得本来极具发展潜力的篮球彩票市场每况愈下,应该加大宣传资金的投入,同时规范彩票宣传市场;没有形成稳定的篮球彩票购彩群体,小额投注和偶然性投注比例较大,且购彩动机主要以丰富的中奖联想为主,篮球彩民消费心理尚欠成熟;由于竞猜规则的复杂性,上海、广东试行游戏规则篮球彩票的销售情况很不理想,且销售额一直呈下滑趋势,可以预计上海、广东规则生存问题将日益突出;篮球彩票票面设计过于简单,彩票仅是成了获取中奖的凭证,应该大力构建我国篮球彩票文化。2.通过对现有消费局面和经营体制的分析,从管理体制、游戏规则、利益分配、市场广告等方面进行了目标模式的规划。 提出了构建间接竞争为基础的彩票发行与销售体制;彩票经营牌照采用招标拍卖方式;游戏规则多样化;利益分配更多地考虑彩民切身利益与公益事业;大力构建篮球彩票文化等设想。
[Abstract]:With the development of economy and the prosperity of basketball market, basketball lottery has been promoted. Basketball lottery, as an important part of sports betting, has gained obvious benefits in the developed basketball market in the United States and Europe. However, the basketball lottery in China started relatively late, and there is no ready-made experience to draw lessons from. Therefore, the author mainly on the current basketball lottery market conditions of research. In order to analyze the development degree of basketball lottery market in our country through investigation and analysis, the development target mode of basketball lottery is put forward, which provides the theoretical basis for the sports lottery management center to draw up the development plan of basketball lottery. The main contents are as follows: 1. Based on the basic situation of basketball lottery consumers, purchasing motivation, buying frequency, betting method, the amount of each lottery purchase, the expectation of the game rules, basketball lottery sales in 2005 under the national, Shanghai, Guangdong rules, the sales situation of the basketball lottery in 2005; Basketball lottery sales personnel professional quality, sales cycle determination, business location selection; publicity content and publicity methods, publicity channels and publicity intensity, basketball lottery ticket design; organization and management system; management team; Capital flow, lottery legislation and so on as the investigation target, the formation of basketball lottery consumption situation in depth and meticulous analysis. The results of the survey show that there are as many as 300 million NBA basketball families in China, and more than 50 percent of basketball fans who have the ability to buy basketball, but the total sales of basketball lottery tickets in China in 2005 are less than the highest sales of the three single periods of sports lottery tickets in that year. Only from the sales, we can see that the development of basketball lottery market in our country is not perfect; The rules of basketball lottery in our country are not new. The basketball lottery tickets of type 4 can not attract digital lottery people, nor can they attract real basketball fans, so that the basketball lottery tickets were lost on the starting line from the beginning. We should make great efforts to develop the penetrating basketball lottery market; The propaganda strength and the propaganda way are extremely lack, and the public opinion misleads the trend, causes the basketball lottery market which originally has the development potential to deteriorate, should increase the propaganda fund input, at the same time standardizes the lottery propaganda market; There is no stable group of basketball lottery, the proportion of small betting and chance betting is large, and the main motive of buying lottery is the rich association of winning prize, the psychology of basketball lottery consumer is still not mature; Because of the complexity of guesswork rules, the sales of basketball lottery tickets in Shanghai and Guangdong are not ideal, and the sales have been declining, so it can be expected that the survival problems of Shanghai and Guangdong rules will become more and more prominent. The design of basketball lottery ticket is too simple, the lottery ticket is only the proof of winning the prize, we should construct the basketball lottery culture of our country vigorously. 2. Through the analysis of the current consumption situation and management system, the target mode is planned from the aspects of management system, rules of the game, benefit distribution, market advertisement and so on. It puts forward that the lottery issuing and selling system based on indirect competition should be constructed; the lottery license should be auctioned by bidding; the rules of the game should be diversified; the distribution of benefits should consider the vital interests and public welfare of the lottery people more; Make great efforts to construct basketball lottery culture and other ideas.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F832.48
本文编号：2456971
[Abstract]:With the development of economy and the prosperity of basketball market, basketball lottery has been promoted. Basketball lottery, as an important part of sports betting, has gained obvious benefits in the developed basketball market in the United States and Europe. However, the basketball lottery in China started relatively late, and there is no ready-made experience to draw lessons from. Therefore, the author mainly on the current basketball lottery market conditions of research. In order to analyze the development degree of basketball lottery market in our country through investigation and analysis, the development target mode of basketball lottery is put forward, which provides the theoretical basis for the sports lottery management center to draw up the development plan of basketball lottery. The main contents are as follows: 1. Based on the basic situation of basketball lottery consumers, purchasing motivation, buying frequency, betting method, the amount of each lottery purchase, the expectation of the game rules, basketball lottery sales in 2005 under the national, Shanghai, Guangdong rules, the sales situation of the basketball lottery in 2005; Basketball lottery sales personnel professional quality, sales cycle determination, business location selection; publicity content and publicity methods, publicity channels and publicity intensity, basketball lottery ticket design; organization and management system; management team; Capital flow, lottery legislation and so on as the investigation target, the formation of basketball lottery consumption situation in depth and meticulous analysis. The results of the survey show that there are as many as 300 million NBA basketball families in China, and more than 50 percent of basketball fans who have the ability to buy basketball, but the total sales of basketball lottery tickets in China in 2005 are less than the highest sales of the three single periods of sports lottery tickets in that year. Only from the sales, we can see that the development of basketball lottery market in our country is not perfect; The rules of basketball lottery in our country are not new. The basketball lottery tickets of type 4 can not attract digital lottery people, nor can they attract real basketball fans, so that the basketball lottery tickets were lost on the starting line from the beginning. We should make great efforts to develop the penetrating basketball lottery market; The propaganda strength and the propaganda way are extremely lack, and the public opinion misleads the trend, causes the basketball lottery market which originally has the development potential to deteriorate, should increase the propaganda fund input, at the same time standardizes the lottery propaganda market; There is no stable group of basketball lottery, the proportion of small betting and chance betting is large, and the main motive of buying lottery is the rich association of winning prize, the psychology of basketball lottery consumer is still not mature; Because of the complexity of guesswork rules, the sales of basketball lottery tickets in Shanghai and Guangdong are not ideal, and the sales have been declining, so it can be expected that the survival problems of Shanghai and Guangdong rules will become more and more prominent. The design of basketball lottery ticket is too simple, the lottery ticket is only the proof of winning the prize, we should construct the basketball lottery culture of our country vigorously. 2. Through the analysis of the current consumption situation and management system, the target mode is planned from the aspects of management system, rules of the game, benefit distribution, market advertisement and so on. It puts forward that the lottery issuing and selling system based on indirect competition should be constructed; the lottery license should be auctioned by bidding; the rules of the game should be diversified; the distribution of benefits should consider the vital interests and public welfare of the lottery people more; Make great efforts to construct basketball lottery culture and other ideas.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F832.48
【引证文献】
相关硕士学位论文 前3条
1 李美玉;长株潭篮球彩票发行现状的研究[D];湖南师范大学;2010年
2 杨磊;河南省篮球彩票营销状况与发展思考[D];河南大学;2008年
3 付焕兰;彩票销售行为仿真分析[D];大连理工大学;2013年
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