A Study On Rural Sports Lottery Development In Mudanjiang

China sports lottery only has about10years history, but it has formed a strong,increasingly mature sports lottery market, and still developing on a high speed,showing a strong social fund-raising function of sports, and promoting thedevelopment of public welfare undertakings. Sports lottery in Mudanjiang started in2000, but already developed into the annual sales of200000000Yuan at the end of2011, it makes much good as reconstruction " Beishan Stadium ", scattered in variouscommunity fitness equipment and facilities, so to speak, sports lottery plays animportant role in promoting the city development, satisfy the people’s demand forfitness,.At the same time, in the vast rural areas, it has not formed the sports lotterymarket. Rural public sports facilities and equipment are very scarce. With promotionof China’s " The construction of new socialist countryside " strategy, and the majorityof farmers in rural public sports, the national fitness demand is increasing. How todevelop rural sports lottery in the construction of new socialist countryside, andcontinuously meet the growing material and cultural needs, is a major concern that thesports lottery should be focused. Visible, doing in-depth research and explore of therural sports lottery market operation rule, and gradually opening up and expandingrural sports lottery market, is good for accelerating the building work of newsocialist countryside, it has realistic and far-reaching significance.Based on the culture marketing theory, first, combing the Chinese sports lotterydevelopment history and current situation, as well as Chinese rural sports lotterydevelopment status; Second, to survey the field, analyzes the development status ofsports lottery in Mudanjiang rural area, points out its development background, thepresent marketing pattern, running mechanism, lottery psychology, and pointed out itsdevelopment potentials. Third, this paper makes a concrete analysis of Mudanjiangrural sports lottery development problems, basically have:(1)geographicaldistribution, seasonal strong, leading to " market-market ";(2)management mode stale,did not reflect the rural characteristics;(3)marketing idea stale, lack of promotion;(4)sports connotation thin, varieties, play understood;(5)the winning ratio is too low,contused lottery enthusiasm;(6)sales of lottery tickets and lottery buying speculative; (7)sales outlets little, and uneven distribution.Finally, this paper puts forward development strategies of Mudanjiang ruralsports lottery market: first, the priority of the concept: rural sports lottery market mustbe healthy and orderly; second, system security: improve the rural sports lotterymanagement system, laws and regulations; third, system innovation, strongpropaganda and management, fully tap the potential of rural market; fourth, economydrives: adjustment of lottery game rules, appropriate to increase the low amount ofawards; fifth, dividing the market: consumption psychology, execute multivariateproduct strategy; sixth, enhance the farmers’ Cultural Guide: public awareness,highlight the significance of sports lottery issuance.This paper did a detailed theoretical research and an in-depth actual research,with scientific analysis grasping the rural areas of Mudanjiang sports lottery marketdevelopment trend, and then puts forward some constructive suggestions on thedevelopment of rural sports lottery market, in order to make rural sports lotterycareers a orderly, healthy development.