| 体育彩票竞彩游戏产品的营销策略
——以上海市徐汇区为例 |
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| 引用本文： | 陈震,裴新贞,刘 倩,张燕蔚,史兴华.体育彩票竞彩游戏产品的营销策略
——以上海市徐汇区为例[J].体育科研,2012,33(3):28-35. |
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| 作者姓名： | 陈震 裴新贞 刘 倩 张燕蔚 史兴华 |
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| 作者单位： | 1. 徐汇区体育局彩票管理办公室,上海,200030
2. 徐汇区体育局科研培训中心,上海,200030 |
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| 基金项目： | 2011年上海市体育社会科学、决策咨询课题 |
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| 摘 要： | 运用文献资料法、问卷调查法、逻辑分析法等研究方法,从产品推出、游戏玩法、产品特征对体育彩票竞彩游戏产品进行了简要分析,并根据对上海市徐汇区竞彩游戏产品市场发展现状的分析,主要包括政策环境、市场成长、消费行为与SW OT分析,通过结合市场营销学的有关理论,从宏观和微观两个层面分别针对发行管理方与销售方提出相应的营销策略。
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| 关 键 词： | 体育彩票 游戏产品 营销 上海 |
| 收稿时间： | 2012/1/27 0:00:00 |
Marketing Tactics of the Guess Game Products of the Sports Lottery
-----Taking Xuhui District of Shanghai as an Example |
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| CHEN Zhen,PEI Xin-zhen,LIU Qian.Marketing Tactics of the Guess Game Products of the Sports Lottery
-----Taking Xuhui District of Shanghai as an Example[J].Sports Science Research,2012,33(3):28-35. |
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| Authors: | CHEN Zhen PEI Xin-zhen LIU Qian |
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| Institution: | CHEN Zhen,PEI Xin-zhen,LIU Qian,et al.(Xuhui Buearu of Sports,Shanghai 200030,China) |
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| Abstract: | By the methods of literature study,questionnaire and logical analysis,the article makes a brief analysis of some guess game products of the sports lottery from the aspects of product launch,game play and product characteristics.It makes an analysis of the status of the guess game product market in Xuhui District,which includes the analysis of the policy environment,market growth,consumption behavior and SWOT analysis.Based on some relative marketing theories,the article suggests some marketing tactics for both the distribution administrator and the seller macroscopically and microscopically. |
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| Keywords: | sports lottery game product marketing Shanghai |
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