宜兴彩票营销策略的现状及对策内容摘要中国福利彩票是国家批准发行的彩票，1987年发行以来一直以“扶老、助残、救孤、济困”为宗旨，为社会筹集公益金总共706亿元，有力地推动了我国社会福利事业的发展。宜兴彩票发行中心是中国福利彩票宜兴地区的承销单位，多年来强化管理、规范操作，在玩法、技术系统等方面不断创新，销量一直高于宜兴体育彩票。福利彩票和体育彩票玩法的同质性决定彩票市场的竞争将会长期存在、愈演愈烈，宜兴福利彩票发行中心必须重新审视自身的优势和劣势、面临的机会和威胁，并制定相应的营销策略，保持竞争优势，为社会福利事业做出更大的贡献。本文从宜兴彩票发行中心的现状出发，以市场营销学理论为指导，结合本人的工作经验和调查，科学、系统的分析和讨论了宜兴彩票发行中心的内部和外部营销环境，综合运用SWOT分析，并在以市场为导向的基础上对彩票市场进行了细分，制定了宜兴彩票发行中心的市场营销策略，期望对宜兴彩票发行中心的营销工作起到促进作用。关键词：彩票发行中心福利彩票营销策略AbstractChinaWelfareLotteryisalotterythattheissuanceapprovedbyTheStateCouncilin1987.Thepurposeistohelpthoseelderly,children,disabledandpoorpeople.RaisingMoneyfor.Communityreach706Billionyuansince1987,whichhaseffectivelypromotedthedevelopmentofsocialwelfare.YixingLotteryCenterisabranchesofChinaWelfareLotteryCenterinYixingandOvertheyearsimprovingmanagement,andstandards,inrules,technologysystems,andotheraspectsofcontinuousinnovationhavemadegreateffectthatSaleswasalwayshigherthanthatoftheYixingProvincialSportsLottery.Thehomogeneityofrulesbetweenwelfarelotteryandsportslotteryisthefundamentalreasonsthattheircompetitioninthemarketwillexistforalongtimeandbecomemoreintensive.TheYixingProvincialWelfareLotteryissuancecentermustreevaluateitsownadvantagesanddisadvantages,opportunitiesandthreatsfacing,andtodevelopappropriatemarketingstrategiestomaintaincompetitiveadvantages,tomakeagreatersocialwelfareservicesthecontribution.OnthebasisofmodemmarketingtheoriesandstartingwithCurrentdepartmentconditions,thisthesisanalyzesscientificallyandsystemicallyanddiscussespresentexteriorandinteriorenvironmentbyusingrelativetheoriesandmethodslikeenvironmentanalysis,exactlyevaluatemarketopportunitiesandthreats,strengthsandweaknesses.Guidedbymarketorientation,thethesisdividesthemarketsegmentoverall.Finally,thethesisputsforwardtheMarketingStrategy,hopefullyitmaybeusefulforYixingWelfareLotteryKeywords:WelfareLotteryCenter;Lottery;MarketingStrategy1目录一、宜兴彩票发行中心现状概况..........................................................................................................1（一）中心简介..............................................................................................................................1（二）中心产品类型分析..............................................................................................................1（三）渠道分析..............................................................................................................................2（四）技术能力分析......................................................................................................................2二、宜兴彩票发行中心彩民问卷调查分析..........................................................................................2（一）问卷调查结果......................................................................................................................2（二）结果分析...................................................................
