【摘要】： 經(jīng)濟的發(fā)展、籃球市場的繁榮催動了籃球彩票的產(chǎn)生�；@球彩票作為體育博彩的一個重要組成部分,在籃球市場發(fā)達的美國及歐洲獲得了明顯的效益,但是我國籃球彩票起步較晚,沒有現(xiàn)成經(jīng)驗可以借鑒,因此作者主要就現(xiàn)在籃球彩票市場經(jīng)營狀況進行了調研。以期通過調研分析出我國籃球彩票市場發(fā)展程度,提出籃球彩票發(fā)展目標模式,為體育彩票管理中心制定籃球彩票發(fā)展規(guī)劃提供理論依據(jù)。主要內容如下: 1.以籃球彩票消費者基本情況、購彩動機、購彩頻率、投注方式、每次購彩金額、期望游戲規(guī)則;全國、上海、廣東規(guī)則下籃球彩票2005年年銷售情況;籃球彩票銷售人員業(yè)務素質、銷售周期確定、經(jīng)營地點選取;宣傳內容與宣傳方式、宣傳渠道與宣傳力度、籃球彩票票面設計;組織管理體制;管理隊伍;資金流向、彩票立法等為調查目標,對形成籃球彩票現(xiàn)有消費局面進行了深入細致的分析。 調查結果顯示,我國NBA籃球家庭多達3億之眾,具有購買能力的籃球迷占到50%以上,但是我國籃球彩票2005年年銷售總額不及當年體彩排列3單期的最高銷售額,僅從銷售額上就可見我國籃球彩票市場發(fā)展很不完善;我國籃球彩票游戲規(guī)則沒有新意,排列4型的籃球彩票既不能夠吸引數(shù)字型彩民,又不能夠吸引真正的籃球迷,使得籃球彩票一開始就輸在了起跑線上,應該大力開發(fā)透透型籃球彩票市場;宣傳力度與宣傳方式極度匱乏,且有輿論誤導的趨勢,使得本來極具發(fā)展?jié)摿Φ幕@球彩票市場每況愈下,應該加大宣傳資金的投入,同時規(guī)范彩票宣傳市場;沒有形成穩(wěn)定的籃球彩票購彩群體,小額投注和偶然性投注比例較大,且購彩動機主要以豐富的中獎聯(lián)想為主,籃球彩民消費心理尚欠成熟;由于競猜規(guī)則的復雜性,上海、廣東試行游戲規(guī)則籃球彩票的銷售情況很不理想,且銷售額一直呈下滑趨勢,可以預計上海、廣東規(guī)則生存問題將日益突出;籃球彩票票面設計過于簡單,彩票僅是成了獲取中獎的憑證,應該大力構建我國籃球彩票文化。2.通過對現(xiàn)有消費局面和經(jīng)營體制的分析,從管理體制、游戲規(guī)則、利益分配、市場廣告等方面進行了目標模式的規(guī)劃。 提出了構建間接競爭為基礎的彩票發(fā)行與銷售體制;彩票經(jīng)營牌照采用招標拍賣方式;游戲規(guī)則多樣化;利益分配更多地考慮彩民切身利益與公益事業(yè);大力構建籃球彩票文化等設想。
[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.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F832.48

【引證文獻】

相關碩士學位論文 前3條

1 李美玉;長株潭籃球彩票發(fā)行現(xiàn)狀的研究[D];湖南師范大學;2010年

2 楊磊;河南省籃球彩票營銷狀況與發(fā)展思考[D];河南大學;2008年

3 付煥蘭;彩票銷售行為仿真分析[D];大連理工大學;2013年

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本文編號：2456971