我国体育彩票的文化营销理念与模式

我国体育彩票具有丰富的文化内涵，对体育彩票进行文化营销既符合时代特征，同时也满足了人们对文化的需求。体育彩票文化营销的核心理念就是“以人为本”，对体育彩票进行文化营销可采取公益文化营销模式、传统文化营销模式、体育文化营销模式、地方特色文化营销模式和娱乐文化营销模式。

Cultural Marketing Concept and Model of Sports Lottery in China

The sports lottery in China has rich cultural connotation and the cultural marketing of the sports lottery agrees with the time features and can satisfy the cultural needs of the people. The core concept of the sports lottery marketing is people oriented. The paper proposes that the cultural marketing of the sports lottery can be clone in the public welfare cultural marketing model, marketing mode of traditional culture, sports culture marketing mode, lo- cal characteristics cultural marketing model and entertainment marketing model.