| Sports lottery refers to a credit published with numbers, images or words, whichis issued to raise money of the sports industry development and which is bought bylottery customers in specific rules to get their access to win the lottery. Sports lotterycan be taken as a commodity, which is used as a consumer product to meet somespecial need, in that the credit should be acquired by currency of payment.So far, more than150countries have sold lotteries; more than120countries havereleased sports lotteries and more than30countries have issued football lottery.Publishing sports lottery has been a main source for the sports outlay in manycountries. It also plays an active role in China Sports Industry development. It needs agreat body of money to carry out the National Health Program and the Olympic GloryProgram in the recent run. Issuing sports lottery is vital to China Sports Industry forits short cycle, abundant benefits and efficient pooling. Thus, it relieves the financialpressure in our country.The researches on the sports lottery are diversified in academic circle, such aseconomics, law, politics, sociology, psychology etc, mainly including the origin anddevelopment of sports lottery abroad, its social and economic significance, theanalysis of its market structure, the pooling and management of its charitable fundsand the discussion of its legal relationship. The ramification to this issue expresses thevalue and significance of the existence of sports lottery, approves its contribution toChina Sports Industry, reveals many problems and innovative thinking in themanagement of sports lottery nowadays, promotes and leads to the development ofsports lottery, even the whole lottery industry. The multiple research on both sportslottery and its sustainable development is quite rare. Therefore, this thesis is of greatvalue, which targets the lottery customers, sellers and corresponding managingpersonnel in Jiangxi Province, combining with theories related, studies the state ofoperation and development counter plan of sports lottery in Jiangxi Province. Theresults are:1、Mostly, the lottery customers of sports lottery in Jiangxi Province are at theage of21-30and31-40. The decrease range of the customers goes more explicit as theage increases. However, the gross customers boost fast. Too many male and less female customers imbalanced the sexual proportion of lottery customers, for a lack ofpropaganda and marketing strategy among female customers.2、Most of the lottery customers in Jiangxi have a rational control of their bettingin sports lottery, in accordance with their financial situation, while more customersbuy the welfare lottery as well as sports lottery.3、Most farmers in Jiangxi lack the knowledge of sports lottery. Buying sportslottery is very inconvenient due to a setting shortage of sports lottery POS in thecountryside. Moreover, the customer are expecting more ways of betting instead ofbuying from the Internet and POS.4、Most lottery customers favours such ways: the Super Lotto, the FootballLottery, the Arranged in Three, the Arranged in Five etc. The motive of their winningthe bonus is mostly a stroke of luck or just for entertainment. The customers neglectsthe usage of the lottery charitable funds.5、Compared to the welfare lottery, the weakness of sports lottery are a relativelack of playing rules, low winning probability, low bonus, ie the bonus in the pool isnot much, unreasonably distribution of POS and buying inconvenience.6、The majority of the lottery customers in Jiangxi are rational in buying. Theydiscuss with other customers or refer to charts in POS, while the minority of thelottery customers buy the lottery following their intuition or some fixed numbers. Themedium of most customers of acquiring the sports lottery information is original, forexample, from television, newspaper or bulletins of POS.7、The personnel working for the Jiangxi Sports Lottery is entirely low ineducational level, mainly middle school and high school graduates. The full-timesalesmen only reach less than half of the personnel, for most of the salesmen take it asa part time job.8、The salespersons of Jiangxi Sports Lottery see the major factors which impactthe selling of sports lottery are the POS locations, the size of bonus, the propagandacondition, the preferential activities, the psychological condition of customers, theimprovement in the manner and quality of selling services.9、The salesmen in Jiangxi Sports Lottery take the High-bonus-pattern mostappealing and then the High-winning-probability-pattern and the Quiz-pattern.10、The key propaganda of the salespersons includes betting skills, rules, the runof numbers and the winning situation. They hold that the propaganda of charitablefunds usage is less vital. The salesmen hope that the local training center should putmore weight on the training of the selling experience, the betting skills, the market condition and knowledge successively.11、The salesmen say that the chart of numbers, the analysis of betting skills,television and comfortable buying environment are comparatively important thanother services.The establishment of corresponding rules of Jiangxi Sports Lottery, theperfection of its operating mechanism, the stimulating system and the setting ofbinding mechanism, the improvement of the quality of salesmen as well as theconsolidation of the team construction need to be worked in details, in order to realizethe sustainable and stable development of the sports lottery industry in our province. |
PDF Full Text Request