Guangdong Provincial Sports Lottery Marketing Strategy And Management Model

Launching sports lottery is the important economic base of sports utility, and one of the main sources of the national sports funds as well. Therefore, energetically developing sports lottery is not only necessary for the fast development of national economy, but also the guarantee of both social structure transform and lasting a healthy sports utility.Beginning with the history of the development of Guangdong sports lottery, this article analyzes the basic theory of sports lottery market from an economic and industry economic angle, expounding the sports lottery situation now in Guangdong. Taking Guangdong welfare lottery as criterion, it compares the differences and gap between sports lottery and welfare lottery in the same market, which helps to find out the problems existing in Guangdong sports lottery. There are some aspects of differences: management mode, market share, marketing channel, capital distribution and product system. The main reasons for these differences lie in the management mode, market structure, human resource structure and marketing system of Guangdong sports lottery. Suggestions will be made for the management mode and marketing strategy of Guangdong sports lottery according to the result of market survey. Restructure should be made to build a direct management mode, to reduce the intermediary round, to directly manage the human resource and capital, and most importantly, to increase managing efficiency. For the market structure, adjustment should be taken aiming at the welfare lottery to develop competes guessing style. For the marketing strategy, five ones should be focused on: product multiplication, brand development, marketing channel perfection, mechanism build and human resource development.