公益彩券行行銷策略及購買意願之研究-以高雄地區為例

隨著中國信託公益彩券的盛行，使得國內彩券業者在經營上開始逐漸有很大變化，而國內彩券市場以及承辦單位的互動管理方式已日趨成熟而顯著。目前台灣彩券的經銷商有非常豐富的經營經驗，如再配合促銷方案、贈品等，將逐漸造成公益彩券市場日漸競爭，使得沒促銷觀念的彩券經銷商漸漸被消費者所淘汰。　　本研究主要針對彩券行的促銷方案和消費者購買動機因素進行分析，以萃取出購買者購買動機之關鍵因素。本研究使用問卷調查方式蒐集資料並找出評估指標及屬性之間的重要次序，而問卷採便利抽樣或面談方式進行。另外本研究從文獻回顧與深度訪談得悉，由於彩券業經營從以往小間店面的模式到現在已變成重視顧客導向的經營模式，因此彩券行的行銷日趨重要。本研究提出以顧客及業者綜合總結的彩券行行銷策列示如下，在店面的經營，彩券行的集點促銷方案(換贈品)、彩券回饋，皆為消費者較能接受也較喜歡的，而在深度訪談彩券行以及對消費者的問卷調查得出，彩券行外部的招牌設計、店面的整體設計、以及彩券行內部的擺設、電腦查詢設備的增加、電視撥放體育賽事直播、店內冷氣開放、櫃檯的刮刮樂擺放具有一定程度的消費者購買意願，另外如有顧客來，可以請員工遞上飲料、水、咖啡請顧客飲用，也可以增加顧客的滿意度，讓顧客多加消費。

關鍵字

公益彩券；促銷；購買動機

並列摘要

With the popularity of lottery China Trust , the domestic lottery industry in the business began to change a lot,interactive management of the domestic market as well as organizer of the lottery has become increasingly mature and significant . Taiwan Lottery distributors , has a very rich business experience, and then with promotions, gifts , etc., gradually causing lottery market increasingly competitive , making the idea of promotional lottery distributors did not gradually be eliminated consumers. This study analyzed the main line for lottery marketing programs and consumer purchase motivation factors in order to extract the key factors purchasers motivation . The study used questionnaires to collect data and identify important evaluation index and the order between attributes , convenience sampling and questionnaires or interviews conducted . In addition the study from the literature review and in-depth interviews noted that due to the lottery operators from the previous model to a small storefront attention has now become a customer -oriented business model , so the lottery trekking increasingly important. This study proposes a comprehensive summary of the customer and the industry 's marketing strategies lottery lines labeled as follows , in-store operations , the set -point line promotional lottery program ( exchange gifts ) , lottery feedback. Consumers are more likely to accept it prefers , and in -depth interviews in the lottery line and consumer survey results , lottery line exterior sign design, the overall design of the store , as well as interior furnishings lottery lines , computer search additional equipment , television broadcasting live sporting events, open air-conditioned store , display counters scratch with a certain degree of consumer willingness to buy , in addition , if the customer come , you can ask the staff handed drinks, water , coffee, ask the customer to drink, You can also increase customer satisfaction , customer pay more spending.