The Study On Present State Of Sports Lottery Development And Marketing Strategy In China

The sports lottery in china has a short history in regard to the foreign sports lottery, but its development is rapidly, and got an outstanding achievements. It also plays a positive role in raising the sports development fund and promoting the Olympic plan and national fitness. As an important component of sports species, the marketing of sports lottery in china can increase the market share of lottery in china, optimize the structure of sports lottery product, and improve the comprehensive competitiveness of sports lottery, which has very import significance. At present, the sports lottery in china is in the initial stage of development stage, and the marketing concept and marketing tool is also in a draw with the exploratory stage. Although the sports lottery in china had a rapid development in the early distribution, and got good sales performance, it encountered the setbacks, when the lottery consumers are more and more mature, and had a higher standard. Through the research, the writer finds that only a few scholars have touched upon this topic till now. Their studies are not special and systematic. Therefore it is necessary to analysis and research the state of sports lottery development and the marketing strategy in china. This thesis considers the state of sports lottery development and the marketing strategy in china as the study object, starts with the state of sports lottery development in china, researches the environment of the lottery market in china and a number of problems in the process of marketing by the method of literature review, the logic and inductive method, the method of comparative analysis, the method of SWOT analyzing model, and so on. This thesis also briefly introduces the overview of sports lottery of a number of developed countries, summarizes the features of their marketing concept and marketing tools, learn and absorb their advanced experience, which has a great of significance to explore a suitable marketing strategy for the sports lottery of china.