Research On Current Situation And Countermeasures Of Sports Lottery Market In Qingdao

Sports lottery issued in China since the1980’s, Kicking off the Prelude of the useof emerging sports industry to support the development of sport and promotingeconomic prosperity. After more than20years of hard exploration and roughdevelopment, Sports lottery has gradually stepped onto a relatively standardizeddeveloping road. Although the development process is tortuous, the effect is obviousfor all to see. Sports lottery shows vigorous development trend under the governmentright management and guidance. At the same time, it also shows the powerful abilityof raising funds to support the development of sport. ease the pressure on governmentfinances, increase employment,promote harmony, drive industry development and soon. Sports lottery has already become important component of sports industry in ourcountry. In the rapid development of sports lottery industry, however, there are alsomany problems and shortcomings, ultimately, our country sports lottery is still in theimmature stage of development, there are many problems especially in themanagement system, law and sales and distribution. To some extent, these affected thedevelopment of the sports lottery.Qingdao is located in the southeast of Shandong peninsula and is one of the mostflourishing city, it plays an important role in the economic development in Shandong.At present, the government still lacks of funds to promote the development of sportsundertakings and the implementation of the National Fitness Program.And with thedevelopment of economy and the rising of people living standard, there are obviouscontradiction between people growing demand and the present backward sportsfitness environment and facilities, it reflected the importance of developing the sportslottery, using sports lottery to make up the funding gap, easing the contradiction.To this end, the title makes the Qingdao Municipal Sports Lottery, Sports Lotterysales personnel, sports lottery management as the main body of the study. randomly selected five boroughs including Chengyang,City-north,Li cang,Lao shan andPingdu,using the method of literature, questionnaire investigation and expertinterview and so on. At the base of a large number of literature data and survey data,we make the more systematic study of the development status of sports lottery inQingdao from the point of combing the view of theory and practice. According to thesurvey, the following preliminary conclusions are drawn:1, In Qingdao,the percentage of male buyers in the sports lottery punters aresignificantly higher than female buyers; the people ages from21to40types formedthe main body of sports lottery consumption; the number of sports lottery buyersshowing an inverted "U" shaped distribution with the increasing of income levels.Andthe consumption motivation of buyers is luck and the jackpot, showing that theconsumer psychology is not mature.2, From the buying behavior, who has relatively stable purchasing behavior make upthe majority. Later degree of convenience is considered the first element of the manyLottery.In Qingdao the computer sports lottery is more popular than instant sportslottery. The Qingdao sports lottery social influence is not as extensive asimagined,there are still31.1%totals think the social credibility and influence of thesports lottery is general.3, As for the propaganda, it is mostly based on the lottery marketing,the publicwelfare propaganda is relatively small.4, The quality of sales staff of sports lottery has yet to be further improved. There area number of sales staff does not comply with the regulations and requirements ofpractitioners.5, In the process of Qingdao sports lottery issuance, there are significant difference inregion and ticket types, the poor circulation is less than half of the better areas.6, The sports lottery of Qingdao is in a state of steady growth, and achieve substantialgrowth for five consecutive years. But compared to the better development of sportslottery in Guangzhou, Beijing, wuxi, Shanghai, there is a gap remains to be furtherdeveloped and improved in Qingdao.7, As to the problems existing in the status of Qingdao sports lottery market, after analysis and comparison, we come up with six countermeasures, there are a largertheoretical value for further promoting and improving the current development of thesports lottery market in Qingdao.