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论文编号：	11172
作者编号：	2220160526
上传时间：	2019/12/8 15:23:27
中文题目：	中彩股份黑龙江市场彩票差异化营销 策略研究
英文题目：	Study on Differential Marketing Strategy of Lottery in Heilongjiang Market of Zhongcai Stock Co., Ltd.
指导老师：	胡望斌
中文关键字：	营销活动；福彩；体彩；差异化营销；十次中奖机会
英文关键字：	marketing activities; lottery; sports lottery; differential marketing; ten winning opportunities
中文摘要：	本文以中彩股份所服务的一个市场，黑龙江省福彩差异化营销活动为研究对象，通过对近年黑龙江福彩所处市场的宏观环境分析、自身福彩玩法、营销模式、市场增长难点等进行系统分析后，结合相应理论得出差异化营销的方向，关键点并提出可操作性强的营销策略。 黑龙江福彩若想提升市场占有率，需改变与黑龙江体彩的同质化营销竞争模式，并以市场为导向、以彩民真正所需为核心，优化彩民的中奖体验感。在此基础上通过分析得出差异化营销的本质一定是以彩民的中奖体验感为基本出发点，并需以此为原则开展差异化营销活动设计。 同时本文针对营销中从参与活动到兑奖的重要流程及环节进行详细分析，逐一找出影响营销活动效果的痛点、不符合市场需求的关键点等并进行更改优化及升级。 本文研究的目的及意义在于黑龙江福彩以何种方式摆脱与黑龙江体彩的同质化营销竞争，并在市场中取得优势，在此基础上通过有效可行的差异化定位吸引新彩民及体彩彩民购彩福彩彩票。除了提出一次购彩，十次中奖机会的营销定位外，更需要借助当下流行的 APP 端简化彩民的参与、抽奖、兑奖流程。同时对活动开展的不同阶段提出适合本省特点的优化、保障措施。 任何一个营销活动的策略制定必须以需求为核心，彩票市场的营销特点就是需要密切集合福彩中心、业主、彩民的需求对活动进行优化升级，进而通过差异化营销活动为载体为福彩在市场中构建竞争壁垒。
英文摘要：	In this paper, the market served by Zhongcai Stock Co., Ltd. and the differential marketing activities of welfare lottery in Heilongjiang Province are taken as the research objects. With systematical analyzing of the macro environment of Heilongjiang lottery market in recent years, the methods of its own game, the marketing mode, the difficulties of market growth and the corresponding theories, the direction of differential marketing and key points can be obtained and operational marketing strategies can be put forward. If welfare lottery in Heilongjiang Provence wants to have an increasing of its market share, it is supposed to change the homogeneous marketing competition mode against Heilongjiang Sports Lottery. Besides, Heilongjiang welfare lottery needs to regard market as its orientation and the real needs of lottery winner as the core to optimize the experience of lottery winners. Based on the analysis, it is concluded that the essence of differentiated marketing must be based on the winner's experience of draw a prizewinning ticket in a lottery, and the design of differentiated marketing activities should be based on this principle. At the same time, this paper makes a detailed analysis of the important processes and links in marketing from participating in activities to paying prizes, and finds out the painful points that affect the effect of marketing activities, and the key points that do not meet the market demand, and carries on the modification, optimization and upgrading. The purpose and significance of this paper lies in how Heilongjiang welfare lottery gets rid of the homogeneous marketing competition with Heilongjiang Sports Lottery and gains advantages in the market. On this basis, it attracts new lottery players and sports lottery players to buy lottery tickets through effective and feasible differentiation positioning. In addition to the marketing positioning of “one lottery purchase, ten opportunities for winning”, it is necessary to simplify the process of lottery purchasing, lottery drawing and lottery cashing with the help of popular applications. At the same time, the optimization and safeguard measures suitable for Abstract III the characteristics of the province are put forward at different stages of the activities. The strategy formulation of any marketing activity must take demand as the core. The marketing characteristic of lottery market is that it needs to closely gather the needs of lottery center, owner and lottery buyers to optimize and upgrade the activities, and then through the carrier of differentiated marketing activities, we can build competitive barriers for lottery in the market.
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