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彩站立体包装受瞩目 黑龙江“金牌店”名不虚传
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“这家销售点能在数以万计的体彩网点中脱颖而出，被评为全国十大金牌店之首，很大程度上得益于其全方位的立体式包装和形象展示。”24日召开的黑龙江省即开型体彩经验交流会上，牡丹江市体彩中心相关负责人介绍，位于该市滨江城市花园、编号为07023号的体彩销售点，采用顶呱刮特色网点包装后，体彩形象突出、体彩文化浓郁，在当地远近闻名，仅即开型体彩一项，年销量即突破了百万元，成为名副其实的顶呱刮“金牌店”。5 H1 m5 R% n! V( D6 Y+ e% p9 h2 n
“自从建立彩票销售点以来，我就注重环境建设，始终保持网点内干净、明亮、整齐、舒适，给彩民以家的感觉。但在多年的彩票经营中，我逐渐感觉到，在网点的发展上仅有一个舒适、整洁的环境还不够，还需要进一步营造体彩文化氛围，增强体彩的吸引力，激发现实和潜在彩民的购买欲望”，这家体彩销售点的业主杨雨女士表示，基于这样的认识，在省、市体彩中心的大力支持和帮助下，她于2010年着力进行了即开型体育彩票的形象建设工作。在网点包装设计上，按照突出区域功能、进行特色包装、综合展示形象的思路，划分了5个功能区域：即引导区、销售区、刮奖区、中奖展示区和宣传区。在包装上，首先对室外的引导区进行以主推“顶呱刮”标识为核心，强化品牌形象为目标的包装。在网点正门上方设置了醒目的以“顶呱刮”标识为主要内容的广告板。在外墙面上安装了中奖真票展示板，粘贴了70多张不同中奖额的即开票。在网点入门的地上，还粘贴了“顶呱刮”标识地贴。在室外引导区实现了从空中到地上的立体包装，形成了醒目的视觉冲击力，吸引行人目光。其次，在销售区实施以真票展示为主的包装。在销售台上设置样票展示箱，所有在售的各种即开票一目了然。除此之外，还在销售台上摆放桌牌等小道具，突出新票和热销票，使彩民近距离接触和了解即开票，激发购买欲望。
: ~7 I7 {% S) I9 {- b. K7 k. Z 值得称道的是，这家销售点还设置了独立的刮奖区。在刮奖区不但有刮过的真票拼成图案，而且配有专用刮奖片，方便彩民刮奖。“考虑到有眼花的彩民刮奖，我们在刮奖区还配备了放大镜，供彩民使用。 独立设置刮奖区，较好地满足了喜欢在安静、不受干扰的环境下刮奖彩民的心理需求，保护了彩民隐私，也避免了彩民在销售区刮奖而影响其他人购买彩票。” 杨雨介绍。 |
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