| 基于全媒体的浙江省体育彩票营销策略研究 |
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| 引用本文： | 程火波.基于全媒体的浙江省体育彩票营销策略研究[J].浙江体育科学,2021(3):12-15. |
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| 作者姓名： | 程火波 |
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| 作者单位： | 浙江体育职业技术学院 |
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| 基金项目： | 2017年度浙江省体育局体育科研课题〔2017(397-15)〕;2017年度浙江省教育厅访问工程师项目(FG2017215)。 |
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| 摘 要： | 近年来,随着我国经济水平的不断提高,体育彩票也有着较好的发展势头,然而,传统的定点定时销售模式已经不能适应当下的全媒体时代社会发展,亟需开拓新的营销策略。文章结合浙江省体育彩票发展现状及存在的问题,并根据全媒体时代的营销特征,提出四点创新营销策略:针对购彩人群特征实施个性化、精准式营销;结合浙江省电子商务盛行的特征,借助城市社区店、农村淘宝、快递店等零售终端发行,在取得主管部门支持下,先行先试努力构建安全高效的网络发行方式,尝试实现无人彩票销售场景;在营销中应充分发挥其公益特性,在群众参与度高的基础体育、乡村赛事和公益活动中实行全媒体宣传,大力推行大众媒体的强势宣传与社会大众间的口碑传播;作为体育产业的一部分,在营销中可实行娱乐热点式事件营销,借助体育赛事、体育明星来拓宽年青受众群体,刺激年青群体投身体彩公益事业。
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| 关 键 词： | 全媒体 体育彩票 营销策略 |
Research on Marketing Strategy of Sports Lottery in Zhejiang Province Based on All Medias |
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| Cheng Huo-bo.Research on Marketing Strategy of Sports Lottery in Zhejiang Province Based on All Medias[J].Zhejiang Sport Science,2021(3):12-15. |
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| Authors: | Cheng Huo-bo |
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| Institution: | (Zhejiang Vocational Institution of Sports, Hangzhou 310012, China) |
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| Abstract: | In recent years,with China's continuous economic improvement,the sports lottery gains momentum.However,the traditional sales model with fixed position and time can’t adapt to current social development in all media era,which urgently needs new marketing strategies.By analyzing the current situation and existing problems of sports lottery in Zhejiang Province and the marketing characteristics of all media eras,this paper puts forward four innovative marketing strategies.Personalized and precise marketing for lottery buyers with different characteristics,combined with the prevailing characteristics of e-commerce in Zhejiang Province,promote safe and efficient online distribution model.For example,urban community stores,rural Taobao shop,express stores and other retail terminals;give full play to its public welfare features.When carry out all media publicity in basic sports,rural events and public welfare activities with high mass participation,we should promote mass media and the word-of-mouth communication among the public.As a part of the sports industry,entertainment hot event marketing can be implemented in marketing,with the help of sports events and sports stars to broaden the audience and stimulate young people to participate in sports lottery public welfare. |
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| Keywords: | All Media sports lottery marketing strategy |
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