The Research Of Competitive Strategies For China Welfare Lottery Release Administrative Center

Since 1987 when our country began publishing the welfare lotteries, welfare lottery—a new thing gradually entered people's life. Lottery not only brought a new entertainment to people ,but also raised up a new path for the national public funds. As a finance approach, gambling has been more and more widely used by many countries, especially in China, where gambling industry is growing at astonishing speed and has a comparatively large development space.At present, there are mainly two big lottery management institutions in our country, namely Welfare Lottery Center and Sports Lottery Center. China's lottery market is considered the double oligopoly market, in which the competition is extremely intense. In this case, how to win in competition and how to promote the welfare-lottery's development has become an urgent problem.On the basis of strategy management, this article applies to PEST(Political, Economic,Social,Technological)method, five strength model etc to analyze the external environment of China welfare lottery management, including macro and industrial environments and the main rivals. Besides, this article analyzes the intra-company condition, including the organzational structure, human resources management, sorts of play and marketing. Based on the analysis of the external environment and internal condition, by the SWOT (strength,weakness,opportunity,threat) analysis method, a corresponding strategic combination is submitted In the premise that strategy orientation of China's lottery management institutions is clear, this article analyzes the feasibility of implementing the three basic competitive strategies and proposes that they should adopt the differentiation strategy to highlight such characteristics and advantages as aim, brand, play kinds and service,etc. In the concrete implementation of the strategy, the article proposes that they should strengthen marketing consciousness, set up the strategic thinking of combination marketing, emphasize the subject of public welfare in marketing communications, develop effective sales promotion and public relations to improve marketing management, develope diverse lottery games, use brand strategy, introduce service, management, technological innovation, widen marketing channels, enhance human resources development, attach importance to enterprise culture construction and establish study organization, etc.