中国福利彩票是政府发行的公益性彩票。一方面可以帮助政府筹集大量的公 益资金，在扶老、助残、救孤、济困等多个方面起到重要作用，另一方面可以帮 助政府维护政府和彩票的公信力。随着经济的不断发展，彩票已经逐渐成为人们 生活的一部分。湘潭市经济发展相对滞后，由于体育彩票带来的竞争压力，湘潭 市福利彩票中心在市场开发的广度和深度上存在不足，福利彩票的管理机制亟需 改革，营销策略亟需改进，福彩公益性的优势亟需突出。 论文以湘潭市福利彩票为研究对象，首先，通过采用文献资料法对国内外彩 票研究现状进行归纳提炼和评述，在此基础上，运用问卷调查法、访谈法等对湘 潭市福利彩票的发展情况进行梳理，基于 4C 组合分析当前福利彩票发展中存在 的问题，如：对消费者的需求了解不够、成本控制过于单一、消费者的便利性不 够、与消费者的沟通不够等。其次，通过 PEST 分析模型，从政治、经济、社会、 技术四个方面分析了湘潭市福利彩票市场情况，并在此基础上运用竞争环境分析、 SWOT 分析对湘潭市福利彩票的竞争环境、微观环境进行系统的研究分析。然后， 提出湘潭市福利彩票发展的短中长期目标，明确湘潭市福利彩票发展要以消费者 为核心，并基于 4C 组合提出营销改进策略，如：运用大数据分析消费者需求、 采取会员积分模式降低消费者成本、采取“异业联盟”的方式提升消费者便利、与 社区服务相结合的方式增加沟通渠道等。最后，为了保障湘潭市福利彩票营销策 略能够顺利实施，本文从在制度、组织、人力、“市场”四个方面的提出保障措施， 力求解决湘潭市福利彩票发展的现实困境。 论文的研究旨在促进湘潭市福利彩票事业的发展，解决湘潭市福利彩票事业 存在的实际问题，以期为我国其他地级市福利彩票营销策略的制定提供部分借鉴 作用。 关键词：福利彩票；营销策略；“4C”营销组合II ABSTRACT Chinese Welfare Lottery Ticket is a public welfare lottery issued by the government. On the one hand, it can help the government to raise a large number of public welfare funds and play an important role in helping the elderly, the disabled, the orphans and the poor. On the other hand, it can help the government to maintain the credibility of the government and the lottery. With the continuous development of economy, purchasing lottery has gradually become a part of people ’s life. The economic development in Xiangtan city is relatively backward. Due to the competitive pressure brought by sports lottery, Xiangtan Welfare Lottery Center has deficiencies in the breadth and depth of market development. The management mechanism of welfare lottery needs to be reformed, the marketing strategy needs to be optimized, and the advantage of welfare lottery needs to be highlighted. This paper takes the existing marketing strategy of Xiangtan Welfare Lottery as the research object, according to the needs of consumers, combined with the “4C Theory” to study the problems in the marketing strategy. This paper uses the methods of literature, questionnaire and interview to sort out the development of welfare lottery in Xiangtan city, Hunan Province and China. This paper analyzes the macro environment, competitive environment and micro environment of Xiangtan welfare lottery systematically through PEST analysis, competitive environment analysis and SWOT analysis. Furthermore, based on the “4C” marketing theory, this paper points out the short, medium and long-term goal of the development of welfare lottery in Xiangtan city, defines the core of the development of welfare lottery in Xiangtan city, advances improvement suggestions in four aspects: consumer demand, cost, convenience and communication, and puts forward specific safeguard measures in four aspects of system, organization, human resources and market, so as to solve the realistic dilemma of the development of welfare lottery in Xiangtan city. The purpose of this paper is to promote the development of the welfare lottery in Xiangtan City and solve the practical problems of the welfare lottery in Xiangtan City, so as to provide some reference for the formulation of the marketing strategy of the welfare lottery in other prefecture level cities in China. Key Words: Chinese Welfare Lottery Ticket; marketing strategy; 4C TheoryIII 目 录 第 1 章 绪论................................................................................................................1 1.1 研究背景及选题意义.......................................................................................1 1.1.1 研究背景....................................................................................................1 1.1.2 选题意义....................................................................................................1 1.2 文献综述...........................................................................................................2 1.3 主要内容及研究方法.......................................................................................5 1.3.1 主要内容....................................................................................................5 1.3.2 研究方法....................................................................................................6 1.4 本文的创新与不足...........................................................................................6 1.4.1 创新之处....................................................................................................6 1.4.2 不足之处....................................................................................................7 第 2 章 相关概念与理论基础....................................................................................8 2.1 相关概念与区分...............................................................................................8 2.1.1 中国福利彩票............................................................................................8 2.1.2 福利彩票种类............................................................................................8 2.2 理论基础...........................................................................................................9 2.2.1 市场营销组合............................................................................................9 2.2.2 4C 组合....................................................................................................10 2.2.3 差异化营销策略......................................................................................11 2.3 营销环境分析工具 .....................................................................................12 2.3.1 SWOT 分析............................................................................................. 12 2.3.2 PEST 分析............................................................................................... 13 第 3 章 湘潭市福利彩票营销现状..........................................................................14 3.1 湘潭市福利彩票市场情况.............................................................................14 3.1.1 概况..........................................................................................................14 3.1.2 基本种类及销售情况..............................................................................14 3.2 湘潭市福利彩票营销现状及问题分析.........................................................16 3.2.1 基于问卷调查分析湘潭市彩民基本情况..............................................17 3.2.2 基于 4C 的湘潭市福利彩票营销现状...................................................19 3.2.3 基于 4C 的湘潭市福利彩票营销问题及分析.......................................25 第 4 章 湘潭市福利彩票营销环境分析..................................................................30IV 4.1 湘潭市福利彩票宏观环境分析...................................................................30 4.1.1 政治法律环境（P）................................................................................30 4.1.2 经济环境（E）....................................................................................... 31 4.1.3 社会文化环境（S）................................................................................32 4.1.4 技术环境（T）....................................................................................... 32 4.2 竞争环境分析...............................................................................................33 4.3 湘潭市福利彩票 SWOT 分析..................................................................... 35 4.3.1 优势分析（S）........................................................................................35 4.3.2 劣势分析（W）......................................................................................36 4.3.3 机遇分析（O）.......................................................................................37 4.3.4 威胁分析（T）....................................................................................... 37 4.3.5 SWOT 分析结论..................................................................................... 38 第 5 章 湘潭市福利彩票营销策略改进..................................................................39 5.1 营销发展目标.................................................................................................39 5.1.1 短期发展目标..........................................................................................39 5.1.2 中期发展目标..........................................................................................39 5.1.3 长期发展目标..........................................................................................40 5.2 基于 4C 的营销对策改进建议......................................................................40 5.2.1 湘潭市福利彩票彩民需求满足方面改进建议......................................40 5.2.2 湘潭市福利彩票彩民成本方面改进建议..............................................41 5.2.3 湘潭市福利彩票便利性方面改进建议..................................................42 5.2.4 湘潭市福利彩票沟通方面改进建议......................................................44 第 6 章 湘潭市福利彩票营销保障措施..................................................................46 6.1 制度保障.........................................................................................................46 6.2 组织保障.........................................................................................................46 6.3 人力保障.........................................................................................................47 6.4 “市场”保障.....................................................................................................48 结论..............................................................................................................................49