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“买燃气送刮刮乐” 江门福彩燃气增销双赢
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“买燃气，中福彩大奖!”近日，广东江门市福彩中心和一家名为森叶的燃气公司举办活动，凡在该公司订购燃气瓶的新用户或每次订购2瓶的老用户，可获得一张2元刮刮乐彩票，多买多送。活动自开展以来，消费者获得了中奖机会，燃气公司销量也月增10%。
1 p; Z) R. n+ \. l 燃气销量月涨10%
/ L& i4 X# E" A2 T) R3 I8 _$ | 森叶燃气公司总监张新跃介绍，由于地理因素，粤、桂等南方一些地区居民至今还使用瓶装然气做饭。“为了迎合顾客，我们考虑到以往的商家都是自己制作彩票稿抽奖，往往存在公信力不足，奖品、奖金有限的问题，而国家发行的彩票就没有这些问题，并且无风险，就主动找福彩中心商量合作。”张新跃告诉记者，促销用彩票每月视燃气瓶销量来定，全部从江门福彩中心按7%的折扣购得。“目前，燃气瓶销量一直上升，平均每月都要花4万多元订购2万多张彩票，尤其从10月开始销量明显增加，现在平均月销量已比去年增加10%。只是，据我们了解到目前送出的彩票中还没有刮出上千元的大奖，希望能早些出个大奖增加活动吸引力。”影响市场销售的因素很多，到底这种方式对销量有多大促进作用还要看年底综合分析，张新跃表示。' k$ W- q2 H9 ^1 K' u: E
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制定文件规范合作/ N% W: t L, C8 Y: h5 e
江门福彩中心主任陈威雄接受采访时称，选择即开票合作，因为它不受时间和场地限制，也是中心计划拓展的营销方向。“现在，这种合作还处在磨合试用阶段。我们对卖出的彩票使用无权管理，但会对商家监督。今后将制定文件规范这类合作方式。”
! O) A6 w3 W2 q' ^$ I 广东商学院彩票研究中心主任胡穗华认为，这是联营模式在彩票行业的探索。与国家彩票联手，一方面能提高商家知名度，给顾客更高回报。另一方面，也体现出我国的彩票业在寻求集团合作，其实它还蕴含着更深度的关系运作，包括关系营销、事件营销等很多种方式。如去年在深圳就有月饼商家利用中秋节与彩票机构合作开展了一次创意活动，节省了高额的广告成本，彩票也借此多元化展现了自身形象，一举多得。“这些合作因为不涉及彩票产品的开发和设计，所以在法律方面没有太大阻力，大家不必有太多顾虑。目前合作双方最需注意的是应签订合理的有效合同。”( |
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