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程阳：美国彩票市场白皮书(节录)
程阳：美国彩票市场白皮书(节录)

TABLE OF CONTENTS

Executive Summary 3
Situation Analysis 5
The Current Lottery Model 5
The Need for Implementing Change 6
Attracting a Broader Customer Base 7
Who Plays the Lottery? 7
U.S. Lotteries and the Internet 8
Creating a Flexible Portfolio Mix 10
Making Pay-Out Structure Adjustments 12
Focusing on Retail Strategy Optimization 14
Retailer Locations 14
Retail Chains 16
The Right Retail Model 16
Utilizing Holistic Marketing and Advertising 18
Bridging Retail Strategy with Marketing 18
Building the Brand 19
Messaging and Themes 20
Advertising Strategies 21
Utilizing the Internet 22
Barriers and Sensitivities 23
Promoting Public Education and Awareness 24
The Lottery and the Good Causes it Supports 24
Corporate Social Responsibility (CSR) 24
Conclusion 26
Appendix A: How We Arrived at This Number 27
Appendix B: Potential Impact of Best Practices Implementation in Specific States 28
Executive Summary
. U.S. lottery revenue is essential to closing state budget gaps
. Frost & Sullivan conducted an in-depth analysis of U.S. lotteries, including extensive interviews with lottery directors and reviews of public data
. Our findings indicate lottery sales can increase when the same tactics used in consumer marketing and consumer business practices are applied to lotteries

U.S. state governments have relied on lottery revenue as a vital source of funding for education and other key government programs for over four decades. However, recent data indicates that, due to challenging economic conditions, many lotteries are not generating as much revenue as in recent years. In many cases, some are losing ground. In addition, illegal Internet gaming is potentially drawing away at least $7 billion in revenue that could otherwise go to states.1 Now more than ever, as states face grave budget deficits, they can utilize extra revenue that lottery enhancements could generate.
We analyzed state lotteries, conducting extensive interviews with lottery directors and reviewing past lottery funding, profits and sales, and marketing practices. Through this research, we identified a number of key findings that we will refer to as lottery “best practices.” Ultimately, if state lotteries were able or allowed to implement the best practices identified in this study, they could increase sales by approximately 127%, thus potentially contributing an additional $14.1 billion to good causes and having a significant impact on enormous state budget gaps.2

Although they are owned and operated by states, lotteries are a consumer product and they should be treated as such, mirroring the same marketing and advertising techniques, as well as aligning with consumer trends, such as frequent Internet use.



程阳: 美国的彩票
程阳：美国经济与彩票游戏
程阳：Lotteries in the United States (2)
程阳：Lotteries in the United States (1)
程阳：Powerball
程阳：Mega Millions
程阳：US and CAN lottery sales in FY08
程阳：US lottery sales in FY2007
程阳：Canada Lottery
程阳：纽约州FY08彩票经营分析
程阳：美国田纳西州教育彩票销售
程阳：美国禁止网络博彩法案困扰新罕布什尔州彩票
程阳：California Lottery
程阳：Daily Derby
程阳：美国华盛顿州2008年彩票销售
程阳：美国密歇根州2007年彩票销售
程阳：美国多州联合强力球游戏重大调整
程阳：佛罗里达州加入强力球联销
程阳：南卡罗莱纳州卫星彩票系统故障
程阳：佛吉尼亚州赔偿故障中奖彩票
程阳：吉泰克（GTech）在佛吉尼亚州又出故障
OFFICIAL STATE LOTTERY
美国：纽约彩票经销商
美国：纽约乐透游戏规则
纽约：New York Lotto 游戏方法
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程阳：俄勒冈州发行健康保险彩票

程阳: 美国乔治亚州加盟强力球 程阳：美国彩票市场白皮书(节录)
程阳: 美国最倒霉的10位彩票大奖得主 程阳：美国彩票市场白皮书(节录)



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