Research On The Current Situation And Solution Of China Guessing Sports Lottery

This paper aims to analyze the management, product design, sales ch annels and marketing by using some research methods like literature, int erviews and questionnaire.Meanwhile, combined with some examples ana comparative development status of toreign betting companies to (?) t the problems of China Guessing Sports Lottery at current stage.After s ummarizing the issues of China Guessing Sports Lottery.We found four mainly problems. First, we are still relying on the assistance of the Hon g Kong Jockey Club which means we can’t operate by ourselves tempor ariiy We still haven’t established an unified management system yet.Seco nd. the product structure is not perfect.And the simple play method is d ifficult to attract new lottery buyers.Third, the sales channels are imperr ect.Parts of sales branches do not even reach the basic level.Fourth, the marketing model is not matureyet.And it also lacks of unified planning for promotion and marketing.The orientation of lottery buyers is not cl ear too.After all the researching and combining the characteristics of foreign Guessing Sports Lottery.I got four corresponding suggestions for the dev elopment of China Guessing Sports Lottery:1. In operations management,Guessing Sports Lottery issuers should first construct of a high-quality, more professional operation team which have the ability to operate in independently in all aspects.Second, improve th e existing operations and trading systems.And design a rational and effect ive system to develop our Traders. And then separate from the Hong Ko ng Jockey Club as soon as possible.2. In terms of game design, the issuers should analysis the actual sales in current stage to improve the play methods.Take different solutions for different Sports.Meanwhile, pay more attention to foreign betting market t rends.Refer to the game features and development trend of foreign Guessi ng Sports Lottery and improve Sporttery product.3. In terms of sales channels, coordinating the development of cash and non-cash sales channels.Taking advantages of these two channels based on their own characteristics.Training staff on branches regularly to strengt hen their business knowledge and improve the service quality.4. In terms of marketing, issuers should integrate existing resources of publicity and marketing.Mean while establish a brand of Guessing Sport L ottery.Build the linkage mechanism of national, local and branches.Take t he Olympic Games, World Cup and other major events as a promotional opportunity to launch marketing campaigns.