The Research Of Sports Lottery Marketing Strategy

There are two major systems on the lottery market in our country,sports lottery and welfare lottery.Both of them make great contribution to the development of social public welfare,but that on the lottery market they had the homogeneous competition against the further development of the lottery market.Under the new situation that the government advocates the country and the society to do sports together,the development of the sports lottery is very important.Because it is the important source of funds to the development of sports.In order to avoid the malignant competition with welfare lottery on the lottery market,the sports lottery’s popularity,reputation,loyalty and core competitiveness can continuously be improved through the innovative marketing activities.The author mainly uses the literature consultation, mathematical statistics methods and logical analysis method to study the sports lottery marketing strategy. The method of literature consultation is to read the related books and literature systematically, providing theoretical basis for thesis writing, which retrieve the net of China Sports Lottery, consult the related reports and yearbook, to provide data support for research; Mathematical statistics is to use statistical software excel, collecting data to make table or figure; Logical analysis is to compare the results of literature consultation with mathematical statistics, to make sports lottery marketing strategy. Frame of this paper is mainly divided into three parts, first of all, to understand the status of the sports lottery marketing in our country, including the development history and existing problems, and then the analysis of the sports lottery marketing environment, of which macro environment including technology environment, social and cultural environment, economic environment and population environment and the political and legal environment; micro environment consists of the public, competitors, marketing intermediaries, product suppliers and customers. Based on the SWOT analysis for sports lottery marketing environment, to analyze sports lottery’s competitive advantages and resources disadvantages, external market opportunities and environmental threats, and then put the author’s judgment in the SWOT analysis framework, constructing SWOT analysis matrix. According to SWOT analysis matrix,combining with the sports lottery marketing situation, to make sports lottery marketing strategy. The conclusion of this paper mainly has the following two points:1. After the analysis of the sports lottery marketing environment, find sports lottery advantages: have a more desirable quiz lottery, shaping a good public image; Its disadvantage: strains and homogeneity trend of lottery, the market share is lower than the welfare lottery; External opportunity: related policies, sports lottery collection hot; External threat: the rampant private lottery such as illegal soccer gambling,sports lottery declining credibility.2. According to the SWOT analysis of sports lottery marketing environment, combined with the present sports lottery marketing situation, put forward four kinds of sports lottery marketing strategy. First, the public relations strategy, use of media propaganda, participate in all kinds of public welfare activities, all kinds of special activities, which are held in public relations. Second, the development differentiation strategy, to take guessing lottery as the main body, enhance the attractiveness of guessing lottery for sports enthusiasts, take lottery Numbers and instant game lottery as the two wings, implement differentiation of market. Third, the talents cultivation strategies for sports lottery ticket management, Sports Lottery Center cooperates with Beijing Sports University, to open sports lottery EMBA graduate student class. For sports lottery sales personnel, to publish The Sales Staff Handbook of Business Skills for them and let them learn from advanced model characters. Fourth, the government behavior strategy, to introduce “Lottery Law”, perfect the public welfare fund supervision system, reduce the cost of sports lottery.