| Sports lottery industry as an emerging industry is not mature enough, and non-standard operation behavior of sports lottery management institutions happened from time to time. The "Xi’an BMW case" even led to crisis of confidence for sports lottery management institutions. That triggers social serious change of purchase behavior. This paper analysizes the reliability of organization on sports colllege students’perspective which will have a huge impact on the long-term development of the sports lottery. Based on the theory of public relations, the article divided sports lottery management organization image into three aspects, those are product image, service image and strength image, and try to make analyze of the current statement of sports lottery management organization image from the three factors. The article then make a public relations survey which investigates sports college students to understand their cognition, idea, attitude and behavior for sports lottery. After that, the article analyzes the current situation and problems of organization image, finds the reasons and provides responding opinions and suggestions. After the analysis in this paper, the conclusions were made as follows:1. Sports lottery management organization image are divided into three aspects, those are product image, service image and strength image.2. The current statement of sports lottery management organization image is:In terms of product image, sports lottery game species are becoming rich gradually. In terms of service image, the laws and regulations system of sports lottery in China have been preliminary formed. Information public service of the institutions is becoming perfect gradually. Distribution and sales way of the institutions are various.3. The problems of sports lottery management organization image are:The organization image of the sports lottery management institutions in sports college students’ cognition is good, but the vast majority of the scores is only slightly higher than which means corresponding measures is needed to promote the image of the organization.Sports college students’ understanding of the game design of sports lottery in product image is low, and their understanding of sports lottery public information in service image and sports lottery sales set are low. There are 43.95% of the sports college students surveyed who do not understand the game design of sports lottery. There are more than half of students who don’t understand sports lottery public information and sports lottery sales set.The Sports college students’ satisfaction of sports lottery prize return rate in product image is low. Their satisfaction of sports lottery public information and regulations in service image is low. And their satisfaction of the distribution of sports lottery welfare fund is low. There are 64.37% of the sports college students surveyed who do not satisfied with sports lottery prize return rate. There are more than half of students who don’t satisfied with sports lottery public information and regulations understand sports lottery public information and the distribution of sports lottery welfare fund.4. The reasons of sports lottery management organization image problems are:Sports lottery propaganda content is single and inadequate; The distribution costs are too high; The level of information disclosure is low; Regulation is not enough.5. The strategies to promote the sports lottery management organization image are:Riching media publicity channels and attaching great importance to the new kinds of we media; Improving the supervision and management system and realizing information transparency; Making related to the target of public closely and promoting the differentiated products and services. |
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