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提升体彩市场管理水平 为“占县下乡”铺好道路
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数字显示，全国体彩站点已经远远超过10万个，在不少城市内，方圆300米内就有会有一台终端机，在这样激烈的市场竞争之下，体育彩票的可持续发展，毋庸置疑地下沉到县域市场的开发，适时推进体彩上山下乡运动是破解制约体彩发展“瓶颈”的根本途径，同时也能促进当地消费市场的增长，解决当地老百姓就业问题。
/ ~2 ~( ~- d: P9 J1 g7 l 事实上，不少省市早在2005年左右就提出了占领县域市场的战略，并在一定时期内取得了一定的成绩 ，以山东省为例，随着“占县下乡”战略的实施，2009年销量实现成倍增长，并一举跃升至全国前三甲，2010年的销量增幅又达到18.3%。县域市场的开发也促进了一些县市体彩脱颖而出，江苏省去年所有县(市、区)体彩年销量均超过2000万元，而超过亿元的县(市、区)达到十三个，其中江阴和昆山率先突破3亿元，成为彩市的焦点。
; J& x; M/ U# \ 县域市场的潜力不言而喻，但是这个市场又往往成为体彩发展的薄弱环节，主要表现在大部分县区体育行政主管部门不独立，人员变化频繁，管理机制匮乏，导致很多工作在县域市场的落实并不理想。
0 n8 w9 Z: L' L0 _" U 如何提升县域体彩市场的管理水平，是当下拓展县域市场的关键。不少省市已经调遣精兵强将进驻县域市场，通过培训管理，实现县域销售网络的完善，提升服务，最终服务于彩民，提升了体育彩票在当地彩民心目中的认识。目前，县域市场的销量基本占各省销量的30%到40%之间，仍有大量的上升空间，
) O; x0 Z- J# E. i% z. x) R 进入“十二五”开启之年，体育彩票提出了品牌建设的战略，如何实现体彩在拓展销售渠道的同时，实现品牌的跟进，完善管理水平，为“占县下乡”铺好路则显得尤为重要，要知道，切实服务站点，服务彩民，才能保证体彩健康和持续的发展。 |
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