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美国彩票两玩法打广告争市场 奖池累计可实时显示
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强力球与超级百万为美国两大知名乐透玩法，为抢占市场，彩票公司为两种玩法量身定做了众多策略。目前，强力球市场份额暂时占据强势。CabriniColege学院的商务系教授ScottTesta对此表示：“同类玩法要取胜，需在营销策略上下工夫。”
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强力球规则调整适应市场
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" n- a6 m7 A5 Y$ P: a+ ?- h# @ 强力球从2009年起调整规则，增加头奖中奖难度，由原来的55选5+42选1调整为59选5+39选1，头奖中奖概率由1.46亿分之一变为1.95亿分之一。1 I+ L! |6 `) K* R; M
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美国强力球之所以调整规则，希望以高奖池和大奖吸引彩民，提升销量。据悉，去年美国两大玩法“强力球”和“超级百万”都受金融危机的影响，使得销量出现下滑。从2009年第一期起，美国强力球彩票进行了规则变动，大奖金额更高、更具吸引力。2 e0 R, A2 x/ R$ x
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在以往的强力球玩法中，购得强力球的玩家再花1美元，便可获得一次让投注翻倍的机会，这被称作“强力倍投”。除头奖以外的其他等级奖项均可翻倍。每次开奖时，开奖机会随机抽出“强力倍投”号码，最高可达5倍。“强力倍投”去年做出改动，5倍翻倍仅适用于中得5个号码的奖项了，其他奖项(头奖除外)不再出现翻5倍的情况。即，只有命中全部5个白球或者4白1红的玩家，才有机会将奖金翻5倍。其他奖项仅有翻2倍、3倍和4倍的机会。“这是个不错的举措，”Testa说。
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+ ~3 e, O2 w" S' M( s1 X 广告打造知名品牌
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; p' v' q- e/ m% g7 `, C* s9 z 除规则调整外，强力球力争拓展联合销售地区，抢占市场。强力球目前有美国30个州和1个海外领地加入，这些地区GSP合计4.6万亿美元，占全美的33%。
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$ ]) D$ E6 z& j$ ` 但之前，强力球拓展行动受阻。部分地区彩票公司负责人不敢妄为，原因在于该玩法的上市可能对同类型玩法超级百万造成影响，最后导致两败俱伤的结果。( H1 @! W2 P5 h2 @
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期间，强力球与超级百万展开激烈市场争夺战。在美国纽约道路两旁的广告牌上，两种玩法的奖池被实时刊登。9 v# [' y% r2 |
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目前，强力球的市场份额超过超级百万。Testa说，强力球处于明显的领先地位的解释要简单得多。就像当人们走进商店购买口碑好的纸巾一样，彩民倾向于购买强力球。”Testa说，“强力球这个名字似乎能更好地与彩民产生共鸣。” |
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