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三种因素推动彩市健康发展：彩民是内在动力
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2011年上半年天朝彩票行业以31.0%的速度快速增长着，离不开社会公众对公益事业的贡献。在天朝彩票发展的几十年中，社会各界都很关注彩市发展热点问题。近年来彩票种类不断丰富，舆论监督气氛浓郁，彩民群体逐步扩大，这些都是推动天朝彩票行业迈向健康发展之路的三个重要因素。1 \; H5 C: C6 V2 q$ e2 F, A- ?
好产品是彩票发展的硬道理
! M1 O+ [. K# x/ l* @5 f* _9 Y天朝彩票发行之初，无论从彩种、返奖金额来看，都无法与当今彩票优化程度相提并论，天朝彩票两大发行机构体彩和福彩为彩民创造了集公益、娱乐于一身的休闲文化盛宴。我国现在彩票种类有乐透型、数字型、即开型、竞猜型，其中又包括大盘、中盘和小盘玩法，又可划分为数字、排列、高频等一应俱全，各省市地方玩法更是举不甚举，如江苏7位数、浙江6+1、福建36选7。体彩超级大乐透和福彩双色球皆属占主导地位的乐透型游戏，2011年上半年乐透型彩票销量占彩票总销量62.1%。这种乐透型游戏也是全世界彩民喜闻乐道的玩法，占据彩票游戏的半壁江山。
/ {6 q% Y' s$ q m' C- l" Q; a彩民是行业发展的内在动力6 f! V/ W; |& L2 b) c# i, V
在彩民的参与监督下彩票行业得以健康快速地发展，无论你是中过5元、10元小奖的彩民，还是捧着1.77亿元回家偷着乐的超级大乐透大奖得主，彩民的角色在当今初具规模的彩票销售中都是功不可没。据初步统计，目前我国约有比较稳定的彩民群体约2亿人，人均年购彩额达1000元。市场化的发展自然要顺应社会民意，才不会被抛弃，在彩民对彩票信息公正公开程度提出更高要求时，国家体彩中心实施了一系列体现体彩公正透明的举措，“走进体彩、走近奥运”，“奥运明星开奖计划”，开奖现场对公众开放等都是在彩民的呼声中得以实现。如果彩票行业和机构想完全得到彩民的认可，消除不实的质疑声，最好的办法就是倾听彩民的声音，他们才是这个行业发展的内在动力。6 X5 R( \1 u5 S
媒体是彩票发展的催化剂
% s b; J% \$ A ^+ P在市场化演变中，运用媒体正确引导彩民购彩，宣传公益用途，是彩票机构市场运作的成熟表现之一。至今为止彩票销售点仍是与彩民最直接进行交流，体验式宣传的典型，而报纸、网络、电视、广播丰富了信息传播渠道，辅助进行营销宣传，针对多样的购彩人群。媒体专注点逐渐摆脱只宣传大奖和刺激彩民投机心理，转向依托公益理念，理性投注，推动彩票行业健康向上发展，连接彩民与彩票发行机构的桥梁。如今，众多报纸媒体开辟彩票专栏，彩票中心也加大重视媒体宣传，因此彩票宣传也去得了显著成效。比如，2011年体彩“超级大乐透”在派奖期间，创新宣传方式，与有丰富国际经验的广告公司合作，制作广告片“惊呼”，向全国百余家大小知名电视台、广播台、网站投放，广告创意新颖。借助事件营销手法，运用新媒体微博，网络直播等方式报道体彩开奖细节，公开大奖兑奖环节，提升体彩品牌的知名度。媒体是一个面向社会，监督行业行为，发现问题，督促彩票发行机构改进问题的公开平台，因此彩票市场化过程中不可回避地要受到媒体的监督。 |
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