Jieyang City Welfare Lottery Marketing Strategy

Lottery has more than two thousand years of history. It has been seen as a special product in all times and lands. It provides entertainment to the public, and helps to raise public funds for governments. Currently more than 140 countries and regions sell lottery. Lottery has become the world's sixth largest industry, and a part of many people's lives. China began to issue lottery tickets In the 80s. It has made great progress over the years and started to reach its mature stage. Considering its variety, quantity, technical innovation, sales, market and other factors, China's lottery industry has a very bright future and a huge potential market. Therefore, developing the lottery industry has become the main financial support of public welfare, particularly in areas that are economically behind. We have thoroughly studied and analyzed the lottery market in Jieyang. We concluded that Jieyang's lottery market has the following characteristics: First, the potential market is huge. The current purchasing power of the public is low. Not many people purchase lottery, but many are interested in it. Therefore, if the information about lottery can be properly passed on to the public, lottery may soon gain its popularity in the city. Second, the government has put great effort in the fight against private lottery. In recent years, Jieyang municipal government has actively battled private lottery andreceived immense victory. This will protect Jieyang lottery industry. Third, the public has a positive view about lottery. Most of themrecognize lottery has more good than harm and believe it can promote the development of public welfare. Based on the considerations above, coupled with the comprehensive study of the macro market, the author concentrated her study on welfare lottery in Jieyang City. She started her research on lottery betting locations, and described in detail about the characteristic and history about lottery. Based on her in-depth literature and market research, the author found out the reasons behind the unpopularity of lottery. To solve the current situation, the author suggested the welfare lottery center to concentrate on improvinghuman resources management, constructing better betting locations, training professional employees and making better market selections.