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山东“顶呱刮”即开型体育****营销对策

发布时间: 2011-4-3


预读:ts lottery " DingGuagua ", China welfare lottery "GuaGuale". Listed so far, "DingGuagua " with its advanced product research and development and the managementpattern, in the whole nation is open lottery market dominance, three consecutive years saleslead " GuaGuale ". In shandong province as an exa山东“顶呱刮”即开型体育****营销对策
论文中文摘要:****行业作为体育产业的重要组成部分,是个快速进展的行业,也是全球公认的朝阳产业。即开型****作为一种快速消费品,其营销方式与其他商品有一定的共性。但是,作为一种有价证券,它又具备自身特性,其市场营销有着独特的业内特性。“顶呱刮”是中国有纸即开型体育****的品牌名称,自2008年3月23日在山东率先上市销售后,陆续在全国各省、市发行。目前,山东省即开型****市场有两种产品:中国体育****“顶呱刮”、中国福利****“刮刮乐”。上市至今,“顶呱刮”以其先进的产品研发和管理方式,在全国即开****市场处于优势地位,连续三年销量领先“刮刮乐”。以山东来看,“顶呱刮”销量连续三年实现增加,2011年更是突破15亿元大关,但就市场份额来看,始终未突破50%,市场进展相对滞后。由此,如何进一步提升山东省“顶呱刮”即开型****销量,进一步提升市场占有率,对山东体育****事业具有非常重要的现实作用和战略作用。当前,****发行完全市场化,体育****“顶呱刮”与福利****“刮刮乐”产品趋向同质化,二者之间的市场竞争日益激烈。论文以山东即开型****市场为探讨对象,针对山东即开票市场的特点,以产品、价格、促销、渠道等方面,结合山东****进展的近况,运用相关营销论述,浅析山东即开票的营销不足,浅析市场竞争对手的营销战略,对市场竞争环境做了详细论述。论文根据实际调研和数据浅析,为山东省即开型体育****提供营销对策和营销案例。论文主要以营销对策的制定、树立新型营销观念、加强渠道管理以及革新营销方式等方面,为“顶呱刮”即开型体育****制定了详细的营销对策实施案例。并希望通过对策的实施,能使得“顶呱刮”产品最终在激烈的市场竞争中取得更好的销售业绩和长足进展。

【English Abstract】 Lottery industry as an important part of the sports industry, rapid development an industry,which has recognized the rising sun industry. New instant lottery as a fast moving consumergoods, its marketing model and other commodities have certain general character. But, as akind of securities, it and have their own characteristics, and its marketing has the uniquecharacteristics of the industry. "DingGuagua" is the instant sports lottery brand, since March 23,2008 to take the lead in Shandong province after sale, gradually in the province and citydistribution. At present, the market has a new instant lottery in Shandong province two products:China sports lottery " DingGuagua ", China welfare lottery "GuaGuale". Listed so far, "DingGuagua " with its advanced product research and development and the managementpattern, in the whole nation is open lottery market dominance, three consecutive years saleslead " GuaGuale ". In shandong province as an example, " DingGuagua " for three years toachieve sales growth, 2011 years is exceeding RMB 1.5 bilpon, but just market share to see,and have not been breakthrough 50%, the market develop relatively slowly. Therefore, how tofurther enhance shandong " DingGuagua" new instant lottery sales, further increased marketshare, to shandong sports lottery business has very important practical significance and strategicsignificance.At present, lottery is fully market-oriented, "DingGuagua" and "GuaGuale" havehomogeneity product trend, between the two intense market competition. The new instantlottery market in shandong province as the research object, in shandong namely make out aninvoice market characteristics, from product, price, promotion, channel, combined with thepresent situation of the development of shandong lottery, use the relevant marketing theory,analyses the shandong namely in the marketing of make out an invoice, analyzes the marketcompetition of the marketing strategy, market competition environment to do a detailed in thispaper. Based on the actual research and data analysis, in shandong province instant sportslottery provide marketing strategy and marketing plan. Thesis mainly from marketing strategyformulation, set up a new marketing concept, strengthening the channel managementinnovation and marketing mode, for "DingGuagua" instant sports lottery worked out a detailedmarketing strategy implementation plan. Through the implementation of the strategy, we hopethat "DingGuagua" final products in the fierce competition in the market can make better salesperformance and progress.

【关键词】 顶呱刮; 即开型****; 营销对策;
【Key words】 DingGuagua; Instant lottery; Marketing strategy;
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