【作者】 王颖；

【导师】 赵希男；

【作者基本信息】 东北大学 ， 工商管理， 2013， 硕士

【摘要】 中国福利彩票发行中心是民政部领导下的事业制机构,负责中国福利彩票的销售与管理工作。我国福利彩票项目始终把“扶老、助残、救孤、济困、赈灾”作为发行宗旨,工作目标是为了募集社会福利和社会公益事业发展资金,自从25年前成立至今,销售总额已达7800多亿元,筹集社会公益资金2500多亿元,已成为我国发展社会福利和公益事业的重要资金筹集渠道,为促进和发展民生等公益事来发挥了极其重要作用。目前,我国福利彩票每年的销售额规模为1400亿元。根据据国际彩票组织2012年公布数据,中国福利彩票年销售额位列世界第二名。但是,相对于GDP超过50万亿、拥有13亿人口的中国来说,平均每人每年10元左右的福利彩票消费,对社会福利和公共事业的建设与发展,仍然杯水车薪。探其历史原因,认识少,参与欲望较低是问题的根源所在。因此,在我国还需要更广泛、更全面地不断探索研究,找到一条如何保证、促进福利彩票事业为社会福利和公益事业做出更大贡献的发展之路。葫芦岛市地处辽西地区,2000年成立了市福利彩票发行管理中心,十多年来,在发展中也曾遇到了各种各样的关于销售的问题和困惑,也可以说是中国福利彩票发行销售系统的一个缩影。因此,本文以葫芦岛市福利彩票销售系统多年发展实例为基础,以存在的若干问题为切入,对福利彩票销售系统进行了系统的分析和研究。就研究内容而言,本文首先分析和明确了福利彩票事业所主张的价值观,了解并分析其价值观的先进性与适应性,研究其价值观在指导其行为中的效果；其次,文章研究了福利彩票销售过程中技术方法的科学性和有效性,并针对上述分析中所发现的问题,探寻其出现的根源,研究其解决的方式方法；最后,文章通过系统集成,形成本论文。文章基于所发现的问题,利用心理学、管理学和市场营销学的理论与方法,提出了改进福利彩票销售系统的若干建议,包括加强价值观管理、转变福利彩票的销售观念、增强福利彩票的精神激励、完善销售手段、研究并构建劝导赌迷行为的长效机制；制定了实施这些建议的主要配套措施,包括调整组织结构、实施战略管理团队的运行机制、理顺各部门的业务及运行关系、加强彩票销售员的管理、强化福利彩票销售员的培训、完善绩效考核与激励、实现福利彩票公益基金的公开化管理,等等。随着我国社会福利和社会保障公益等事业的发展,对福利彩票销售和管理过程中的的要求也越来越高。如何确保我国福利彩票事业健康发展,筹集更多公益资金,从而为社会公益事业发挥最大的效用,未来所要探索的路还很长。本文的研究对完善福利彩票销售系统的定位及管理具有重要的参考价值。更多还原

【Abstract】 China welfare lottery sales system is an agency leaded by the Ministry of Civil Affairs career, which is in charge of welfare lottery sales and management in China. It aims to raise funds, enhance the level of social welfare and develop social welfare undertakings and realize the purpose of "helping the old, the disabled, the orphans, the poor, and disaster relief ". Founded 25 years ago by the provincial and municipal welfare lottery betting station, China welfare lottery sales system has sailed welfare lottery to 787.6 billion yuan, raise the Chest to 253 billion yuan. Now China Welfare Lottery has become an important channel to collect social capital, develop social welfare and public service.And it has played an important role in ensuring and improving people’s living.However, more than 50 trillion of GDP and 1.3 billion of population, the average of 10 yuan per person per year in welfare lottery is inadequate to the public utilities construction and development,. Due to the historical reasons, Chinese people have less understanding in welfare lottery and lower participation desire. So Chinese welfare lottery industry still needs doing more work for social welfare and public utilities to make greater contribution.Huludao City, Liaoning Province, located in the northwest. Huludao Welfare Lottery Management Center was established in 2000.It is a microcosm of China Welfare Lottery Management System, the problem of which in the development is typical.In this paper, the author analyses the problems existed in Huludao welfare lottery sales system, and puts forward a series of suggestion. First, analyzing the welfare lottery business and clearing advocated values, understanding and analyzing the nature of its values and adaptability to study its effect on the values in order to guide their behavior; Second, studying the scientific process of welfare lottery sales methods and techniques effectiveness, analyzing the questions and its causes, studying ways and means to solve; finally, by systems integration, this thesis was finished. Based on the problems identified, using psychology, the theories and methods of management and marketing, the paper put forward a number of recommendations to improve the welfare lottery sales system, including strengthening the values of management, changing the concept of welfare lottery sales, enhancing mental stimulation of Welfare, the perfect marketing tool to study the behavior and build persuade fans to bet long-term mechanism; and the paper develops a major supporting measures to implement these recommendations, including the adjustment of the organizational structure, operation mechanism to implement the strategic management team, streamlining the relationship of various departments, strengthening the management of the lottery salesman and intensive training, improving the assessing and encouragement, achieving welfare Lottery fund public management, and so on.Welfare lottery business has bright future,and it needs more support. Since it has a long way to go, the effect of welfare lottery on the human society will also continue. This study has a important reference value for perfecting positioning and management of welfare lottery sales system.更多还原