| 我国体育彩票销量的影响因素研究——基于省际面板数据 |
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| 引用本文： | 张增帆.我国体育彩票销量的影响因素研究——基于省际面板数据[J].武汉体育学院学报,2022,56(9):63-69. |
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| 作者姓名： | 张增帆 |
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| 作者单位： | 中华人民共和国民政部 培训中心,北京 102600 |
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| 基金项目： | 教育部哲学社会科学研究重大课题攻关项目(17JZD029);民政部培训中心重点课题(SGYZD2021-6) |
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| 摘 要： | 基于1995-2020年省际面板数据,运用实证研究法分析我国体育彩票销量的影响因素。研究发现:经济发展水平、老龄化率、受教育程度、投注终端密度、百万大奖个数等是影响体彩销量的重要因素,其中体育彩票销量与经济发展水平呈倒U型关系,与老龄化率显著负相关,与高中(中专)学历比重、投注终端密度、百万大奖个数显著正相关。建议开发适宜老年群体的体彩品种,采取差异化营销策略,尽可能吸引、留住老年彩民;在体彩产品设计、营销宣传方面,充分考虑大专及以上学历群体的需求,大力优化彩民结构,培育新彩民;打破成本壁垒,突破传统投注站点局限,大力拓展体育彩票兼营、联营销售模式,构建布局合理、覆盖全面、类型多样、便捷高效、体验良好的销售体系;优化奖项设计,充分发挥百万大奖的“大奖效应”,把握好营销节奏,开展多节点、多样化的宣传活动,吸引更多彩民购彩。
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| 关 键 词： | 体育彩票 销量 影响因素 面板数据 固定效应模型 |
| 收稿时间： | 2022-06-04 |
Influencing Factors of China Sports Lottery Sales Based on Inter-provincial Panel Data |
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| ZHANG Zengfan.Influencing Factors of China Sports Lottery Sales Based on Inter-provincial Panel Data[J].Journal of Wuhan Institute of Physical Education,2022,56(9):63-69. |
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| Authors: | ZHANG Zengfan |
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| Institution: | Training Center of the Ministry of Civil Affairs, Beijing 102600, China |
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| Abstract: | Based on the inter-provincial panel data from 1995 to 2020,empirical researches were adopted to analyze the influencing factors of China Sports Lottery sales.It was found that the level of economic development,aging rate,level of education,the density of betting,millions lottery number were the important factors influencing sports lottery sales.There was an inverted U-shaped relationship between sports lottery sales and economic development level,a significantly negative correlation between sports lottery sales and aging rate,a significant positive correlation between sports lottery sales and the proportion of senior high school (secondary) degree,density of the betting station number,and the number of prize of millions.Suggestions included developing sports lottery varieties suitable for the elderly,adopting differentiated marketing strategies to attract and retain the elderly consumer groups as far as possible etc.In the aspect of sports lottery product design and marketing publicity,the needs people of higher education should be heeded.The structure of lottery users and the emerging consumer groups should be encouraged.The cost barriers and the limitations of traditional betting sites should be broken.The sports lottery concurrent,joint sales model,sales channels with reasonable layout,comprehensive coverage,diversified types and good experience,convenient and efficient should be provided.The award design of sports lottery products needed to be optimized.The full play of the “prize effect” of millions of awards should be given to.Multi-nodes and diversified publicity activities needed to be held so as to attract more lottery buyers. |
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| Keywords: | sports lottery sales influencing factor panel data fixed effect model |
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