Influencing Factors of Sports Lottery Marketing—— Empirical Study Based on Data from Jiangsu

  • Peng Tang
  • Rong Pan
  • Jiayi Liu
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 232)

Abstract

Methods of investigation and literature are applied and time series analysis of dynamic equilibrium is adopted in this article to discuss the relationship between sales volume of sports lottery and per capita GDP, market share rate of sports lottery as well as the Community Chest relationship in Jiangsu Province from the perspective of sports lottery market in Jiangsu province based on co-integration analysis. Variables which affect significantly sale of lottery are found out. The relationship between sales volume of sports lottery and per capita GDP, market share rate of sports lottery as well as the Community Chest relationship in Jiangsu Province is verified to be a positive correlation by Co-integration analysis. Then Granger causality test is made. Finally, some conclusions about marketing innovation of sports lottery in Jiangsu Province are put forward.

Keywords

Sports Lottery co integration analysis Marketing Innovation 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Peng Tang
    • 1
  • Rong Pan
    • 1
  • Jiayi Liu
    • 2
  1. 1.Department of Sports, School of BusinessHohai UniversityNanjingChina
  2. 2.School of Public AdministrationHohai UniversityNanjingChina

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