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解密公益彩票消费群体：目的性消费群体最大
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彩票作为一种新型的消费方式，不在乎中奖多少，关键在于得到一份期盼，公益彩票已经成为居民生活娱乐不可或缺的一部分。以体彩为例，自 1994年3月12日国务院批准发行体育彩票至2011年7月，十几年时间，彩票年销售额从十亿元迅增至两千多亿元，为国家筹集了 812 亿的公益金。自1994年当年5亿元的销售额到今年上半年421亿的销售额，可以说公益体彩已经有了质的飞跃。
5 w' t% H* l) g7 @/ C( ]* ?, }# {9 N8 w- e公益体彩发行的目的是：为支持体育事业和公益事业而发行。经过十几年的发展已经有了喜人的进步，根据笔者在现实生活中的观察分析，将公益体彩的消费群体分为了以下三个类别：: C9 `+ W) T; d
一、休闲性消费群体
( @' O' u2 j/ W主要包括企业老总或业主、经理人员。这个群体月收入在5000元以上，以35——49岁的中年男子为主，本科以上的比例约占到70%。工作繁忙，购彩主要是实现休闲的目的。但是对公益体彩的娱乐性极其感兴趣，他们喜欢参加一些比较有刺激性娱乐功能的游戏当中，以缓解工作压力。同时，对于公益体彩对于体育公益以及其他方面的公益持很认同的态度，特别是2008年奥运会以来，对于体育健康的投入很有必要，在对待公益体彩的态度上有很积极的转变。) Q j% ~* l ~! q
因此，这个群体近几年购买体育彩票的数量有很大的增长，
7 u; v/ K" e8 H) t$ |! D% d" m在消费群体里是未来最“质”优的彩民。
4 l: y9 r) y7 d6 z, g' a7 V7 t二、娱乐性消费群体
, V3 n& g8 z4 T; o( `主要是企事业工作人员和个体工商户。月收入平均3000——5000元，25——39岁的青年人居多，大专/本科学历占到60%以上。这部分人喜欢上网，喜欢体育运动，喜欢电子商务等新型的消费方式，喜欢参与有趣味性、娱乐性的活动，能够接受公益性宣传的氛围。而且年轻喜欢新事物的挑战，不受传统条条框框的制约。收入水平不错，有强烈的支付欲望，除去日常花销后有一定剩余。; ]5 I5 {- a9 g% n" L/ J$ |7 w; k
综合来说，他们是公益体彩的中坚力量，是目前“质”最优的消费群体。- | W% }6 [. J3 I' b q1 ^4 a
三、目的性消费群体
% g- M4 s e# ]; I9 A6 _8 l3 t2 o主要由服务业、商业、工业的一般职工、农民工、退休人员、下岗工人、自由职业者等构成。月收入在1000——3000元，以25——60岁年龄层结构，学历一般都在专科及以下。他们参与娱乐性的理解程度并不算高，“柴米油盐酱醋茶”占去生活的很大一部分，除去维持日常开销后节余一般都会很少，相当一部分无法得到社会福利的保障，生活的压力比较大。有很强的致富心理以改变现在的生活状态，因此对在对待购彩的态度上有很大的偏差性，但这部分人在彩民中占有相当大的比例，是“量”最大的彩民群体。4 S+ H. x$ f, ]) ?
过去，民间有“有钱人买股票，没钱人买彩票”之说。经过十几年的发展，公益体彩再不是穷人帮穷人的工具，已然成为由中高收入者支撑起来的公益事业。公益体彩整合社会阶层的上游部分来为下游提供公益性的服务，同时帮助和接纳社会下游人群向中上层转变，形成健康良性循环。 |
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