江西省地处我国中部，经济水平较落后。目前，政府用于促进公益事业发
展的资金仍不足，随着居民收入水平和消费水平的提高，彩票消费已经成为人
们娱乐生活的重要组成部分，但目前江西彩票的市场发展处于全国较落后的位
置，因此，为提高彩票销量，设计彩票营销策略十分必要
本文基于彩票发行原则的，论述了江西省福利彩票市场发展的现状，对我省福
彩对公益事业的贡献做出了肯定，分析了当前我省福彩市场营销环境，找出市
场营销现状存在的诸多问题，揭示了问题原因。同时，在营销理论的指导下对
全省福利彩票的营销制定了渠道策略、产品策略和宣传营销策略等。综合设计
了江西福利彩票营销策略，提出了科学性、可行性的建议和措施，本文的研究
内容对彩票业发展起到了积极的促进作用，有较大现实意义。本文对我省福彩
的销售情况、管理模式、渠道建设、队伍建设、彩民进行研究，初步结论如下：
1、江西福彩销售网点分布符合国家要求，初步建立了遍布全省的销售网络，
但是仍存在网点数量少、人机比例低、网点质量差、布点渠道窄等问题。全省
应该巩固现有的销售网点，发展新的销售渠道以解决以上问题
2、从销售数据可以看出，江西福彩各产品发展不均衡，销量结构不合理，机
构整体的营销宣传水平较低，这些制约了市场的发展。以上问题可以通过优化
产品销售模式、开发新产品、加强培训、培育彩民等方式来解决
3、市场调查中发现，江西福彩从业人员队伍基础薄弱，机构内部人员和销售
员素质不高、能力不强、责任意识不强，这方面可以采取改革机制和优化机构
内设策略来加以改进
关键词：福利彩票；营销；策略ABSTRACT
II
ABSTRACT
The purpose of the sale of lottery is to raise funds for a specific purpose. Modern
society Regardless of the system or the degree of national development, the common
characteristics and purpose of the issue of lottery is to raise social idle funds, which is
one of the important forms of national fiscal revenue, can play a role in regulating
national income. Welfare lottery has become an important part of China&39;s public
welfare undertakings. However, the welfare lottery in the sales process, there are
many problems, hinder the development of the lottery industry.
Jiangxi Province is located in the middle of our country, the economic level is
relatively backward. At present, the government to promote the development of
public welfare funds is still insufficient, with the income level and consumption
levels, lottery consumption has become an important part of people&39;s entertainment
life, but the current Jiangxi lottery market development in the country more backward
position , Therefore, in order to improve lottery sales, design lottery marketing
strategy is necessary.
Based on the principle of lottery issuance, this paper discusses the current
situation of the development of welfare lottery market in Jiangxi Province, and makes
a certain affirmation to the contribution of Fucai to public welfare undertakings in our
province. It analyzes the current marketing environment of Fucai in our province and
finds out the present situation of marketing The problem revealed the cause of the
problem. At the same time, under the guidance of the marketing theory of the
province&39;s welfare lottery marketing strategy, product strategy and marketing strategy.
The paper puts forward the scientific and feasible suggestions and measures. The
research content of this paper has played a positive role in promoting the
development of lottery industry, and has great practical significance. This article on
the province of Fu Cai&39;s sales, management, channel construction, team building,
Lottery study, preliminary conclusions are as follows:
1, Jiangxi Fucai sales network distribution in line with national requirements,
initially established throughout the province&39;s sales network, but there are still fewer
outlets, low man-machine ratio, poor quality outlets, distribution channels narrow andABSTRACT
III
so on. The province should consolidate the existing sales outlets, the development of
new sales channels to solve the above problems.
2, from the sales data can be seen, Jiangxi Fucai the development of the product
is not balanced, the sales structure is unreasonable, the overall organization of the
lower level of marketing publicity, which restricts the development of the market. The
above problems can be solved by optimizing the product sales model, developing new
products, strengthening training, cultivating Lottery and so on.
3, the market survey found that Jiangxi Fucai practitioners based on the weak
team, the internal staff and sales staff quality is not high, the ability is not strong, the
sense of responsibility is not strong, this can take the reform mechanism and optimize
the strategy within the organization to be improved.
Key Words：Welfare lottery; marketing; strategy目 录
IV
目 录
第 1 章 绪论.1
1.1 选题的背景和意义 ....1
1.1.1 选题的背景 .....1
1.1.2 选题的意义 .....1
1.2 国内外研究状况 ........3
1.2.1 国外研究综述 .3
1.2.2 国内研究综述 .4
1.2.3 国内外研究述评 .........6
1.3 研究内容及方法 ........6
1.3.1 研究内容 .........6
1.3.2 研究方法 .........7
第 2 章 江西省福利彩票营销环境分析.....8
2.1 江西省福利彩票营销宏观环境 ........8
2.1.1 政治法律环境 .8
2.1.2 经济环境 .........8
2.1.3 社会文化环境 .9
2.2 江西省福利彩票营销微观环境 ........9
2.2.1 公众 .....9
2.2.2 竞争者 ...........10
2.3 江西省福利彩票营销环境 SWOT 分析 .....10
2.3.1 SWOT 分析的含义 ....10
2.3.2 江西福利彩票营销 SWOT 分析 ......11
第 3 章 江西省福利彩票营销现状分析...........
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