| How to balance marketing and responsible gambling has become the concern of the authority publishing Chinese sports lottery.On the one hand,the potential of market of guessing sports lottery can not be ignored.Up to December 2017,the sales growth rate of guessing sports lottery has been higher than the average of sports lottery for eight years.According to ?The overall plan of Chinese football reform? published by the Sate Council in 2015,the authority encourage all social circles to study and make the lottery of CSL come true.As the result of that,the opening voice such as the lottery of CSL,horse racing lottery and internet lottery continues to soar.On the other hand,as a kind of gambling games,lottery is essentially a game with small broad features,which means gamblers' psychology is likely to come out whether they win or lose.In fact,some news did be reported frequently as “7 million problem lottery buyers”?“embezzlement of public funds to buy lottery”and “dissipate their all fortune to buy lottery” in this background.Understanding of the particularity of guessing lottery plays a big role in solving the problem.As a market product monopolized by the Ministry of Finance and State Physical Culture Administration,guessing sports lottery is the only kind of lottery that contains intellectual factors in all the lottery games.When the game is perfectly integrated with modern sports,the economic values it can create is immeasurable.Thus studies on guessing sports lottery should be different with general lottery as well as the general commodity.As Philip Kotler(2009)once said,“successful marketing can make the business more fully involved in social responsibility activities”.We study think that the market segmentation concept is the key to solve this balance problem.Using the basic consumption situation,the guessing type consumers are divided into two groups of high and low value groups.Supported by the perspective of the continuum and the theory of planned behavior,we study explores how to achieve “let some consumers buy less,and some buy more” using psychology-behavior model so that we can balance marketing and responsible gambling.The empirical part takes guessing type consumers as research object,1093 samples in 6 cities in 2016 as investigating object.With algorithm such as two-step clustering,variance analysis,t test,hierarchical regression and FisherZ test,this study analyzes questionnaire data and concludes as follows:(1)The low value groups are more female?younger people?more extensive occupation?higher education?more unpredictable lottery buying behavior and spending less.They are the potential market of the guessing sports lottery.In the case of understanding guessing results with their skills,abilities and knowledge,they are more likely to insist on buying the lottery in order to avoid missing the chance of winning the prize.They may also be more likely to choose a specific lottery number to buy when they are stimulated by the expected benefits of lottery purchase or they think they can predict the winning results through some clues.(2)The basic consumption of high value type is not out of line,but there are still more than 5 hours of daily buying,more than 500 yuan for the lottery per week,and the proportion of the monthly purchase and lottery expenditure is 80% and above,which is far higher than the situation of the low value groups.It should be paid more attention in responsible gambling.The high value groups think buying lottery is a way to get some fun and reduce the stress.They expect that it can bring corresponding benefits and feelings through lottery,but sometimes it will be excessive.That is to say,though they do realize that they may have problems,it is difficult or unable to stop buying lottery.What's more,they will feel that they can use some prominent clues(such as injuryed key players),or past winning experience,to predict the lottery results,to insist on buying a result.If not winning they will blame to bad luck and prior probability,and whether making or losing money they will continue until finally winningBased on the above conclusions and thinking about the national conditions,this study proposes suggestions as follows:First,we should bulid the construction of the real name registration system of the guessing lottery consumers by the internet technology.Second,based on existing problem gambling prevention system and related experience,we can build an online lottery prevention system,mainly facing high value lottery users,limiting the daily lottery amount,increasing responsible gambling propaganda and providing assistance system.Pay attention to the generality and particularity of the problem of gambling prevention objects,and big data algorithm is the key.Third,by using the concept of experience and strategy of marketing and customer relationship management,we can attract more new lottery consumers in order to improve market structure and also make the low value groups to participate more,for example offering free lottery to make they experience when they are watching sports games or providing advice with big probability to win.If it is offline marketing,we should highlight local characteristics,such as local events as a guessing object.In addition,the role of fans' associations and opinion leaders in experience marketing can't be ignored.At the same time,how to encourage guessing lottery consumers to share is the focus of marketing. |
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