中彩公司彩票网营销策略研究论文.docxVIP

摘要随着我国经济的不断发展，人民收入水平的不断提高，中国彩票行业已成为全球彩市发展速度最快的区域之一。传统彩票销售渠道总体数量已经趋于饱和，网络彩票成为了当下及未来中国福利彩票市场进一步增长的主要动力。如何做好彩票的网络营销作为一个新的课题，在理论和实践方面受到了越来越多的关注。自2000年电脑票的出现，至2013年我国网络彩票市场规模已从每年数千万元增长至400亿元。本文采取理论和实践相结合的研究方法，从网络营销的理论出发，对彩票网络营销的本质特征进行深入探讨，结合中彩公司的彩票网络营销目的和工作实施现状，提出中彩公司基于网络营销理论的彩票网络营销策略。中彩司近年来一直致力于多渠道多手段购彩的技术研发和市场拓展，开拓创新销售方式和销售渠道。在公司技术系统和游戏玩法已相对成熟的情况下，如何有效拓展彩票互联网销售的营销渠道和受众群体成为必须考虑的重要战略问题。综合考虑当前福利彩票网络销售的实际市场情况，建议选择20-39岁的拥有本科及以上学历的城市中高收入中青年群体成为中彩公司彩票网络营销的主要目标客户群体。进而确定中彩公司网络彩票营销定位为有官方背景的权威彩票网站和资讯丰富的专业购彩网站结合彩票的独特商品属性，本文主要从产品和渠道、网站建设、网站推广三方面来提出公司的网络营销策略。产品和渠道策略，建议中彩在线公司应充分结合自身产品和技术特点，将开乐彩这一票种上报中福彩中心作为福利彩票网络销售的试点票种；采取公司官方网站自营直销和选择部分外部代理商代销结合的方式进行。网站建设策略：利用公司的官方和专业背景，并对网站规划和内容上的彻底改版。网站推广策略：综合采取线上和线下推广相结合的方式，对公司的网络彩票销售进行推广，特别是突出公司拥有的线下渠道和客户群优势。关键词　彩票；网络营销策略；开乐彩AbstractAs Chinas economy continues to develop, peoples income levels rising, China lottery industry has become one of the regions of the worlds fastest growing city color. The overall number of traditional lottery sales channels has become saturated, the network has become the main driving force lottery moment and further growth in the future China welfare lottery market. How do the lottery network marketing as a new subject in the theory and practice has been more and more attention. CTG appeared since 2000, and to 2013 market size from tens of millions of Internet lottery annual growth to 40 billion yuan. In this paper, taking research methods combining theory and practice, starting from the theory of network marketing, the essential characteristics of the lottery-depth discussion of network marketing, combined with marketing purposes and working status of implementation Lotterys lottery network-based network marketing company proposed lotteries lottery online marketing strategy theory. Lottery Division in recent years has been committed to technology development and market expansion means multi-channel multi-lottery, the pioneering and innovative sales and marketing channels. Under the companys technology systems and ga