| Lottery industry as an important part of the sports industry, rapid development an industry,which has recognized the rising sun industry. New instant lottery as a fast moving consumergoods, its marketing model and other commodities have certain general character. But, as akind of securities, it and have their own characteristics, and its marketing has the uniquecharacteristics of the industry. "DingGuagua" is the instant sports lottery brand, since March 23,2008 to take the lead in Shandong province after sale, gradually in the province and citydistribution. At present, the market has a new instant lottery in Shandong province two products:China sports lottery " DingGuagua ", China welfare lottery "GuaGuale". Listed so far, "DingGuagua " with its advanced product research and development and the managementpattern, in the whole nation is open lottery market dominance, three consecutive years saleslead " GuaGuale ". In shandong province as an example, " DingGuagua " for three years toachieve sales growth, 2011 years is exceeding RMB 1.5 billion, but just market share to see,and have not been breakthrough 50%, the market develop relatively slowly. Therefore, how tofurther enhance shandong " DingGuagua" new instant lottery sales, further increased marketshare, to shandong sports lottery business has very important practical significance and strategicsignificance.At present, lottery is fully market-oriented, "DingGuagua" and "GuaGuale" havehomogeneity product trend, between the two intense market competition. The new instantlottery market in shandong province as the research object, in shandong namely make out aninvoice market characteristics, from product, price, promotion, channel, combined with thepresent situation of the development of shandong lottery, use the relevant marketing theory,analyses the shandong namely in the marketing of make out an invoice, analyzes the marketcompetition of the marketing strategy, market competition environment to do a detailed in thispaper. Based on the actual research and data analysis, in shandong province instant sportslottery provide marketing strategy and marketing plan. Thesis mainly from marketing strategyformulation, set up a new marketing concept, strengthening the channel managementinnovation and marketing mode, for "DingGuagua" instant sports lottery worked out a detailedmarketing strategy implementation plan. Through the implementation of the strategy, we hopethat "DingGuagua" final products in the fierce competition in the market can make better salesperformance and progress. |
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