| Sports Lottery enjoys rapid development even though it is started late. Sports betting lottery as the core part of China’s sports lottery is based on sporting events and is characterized by charity, high payback, interests as well as intelligence. It not only popularize and broadcast sports culture but also enriches the cultural life of common citizens and improves the sense of fitting up of people. Moreover, it helps raising abundant charity donations for social welfares in order to make necessary contributions for national sports entrepreneurs as well as social non-profit welfare. Up to now, there are 61 countries and districts issuing and selling sports betting lottery with a matter of fact that its portion only is around 7% in the whole globally. It has become the main focus and direction with a continuous increase in portion in the world.China’s sports betting lottery was started late compared to western world. The issue of football lottery was officially authorized in the year of 2001, which remarks the formal come- into-being of sports betting lottery and becomes a landmark of China’s sports lottery industry. With the rapid development in the past 15 years, now it enjoys a vast improvement in scale and sales result with a total sales up to 61.48 billion rmb and a portion of 34.85% in the whole, which increases up to 53 times compared to that in 2001.The dissertation makes deep analysis of China’s sports betting lottery in ways of management mode, product structure, sales channels as well as promotion methods through a series of documentation, case study, question research, quantative and qualitative analysis as well as interviews. As a result, China’s sports betting lottery has several issues as follows: firstly, vague market orientation restricts the development of its development; secondly, the brand identity of sports betting lottery is very weak; thirdly, product structure is not appropriate with simple pricing and few competitors thus unable to expand new customers; fourthly, sales channels are very simple; fifthly, marketing management information system development is far behind with the running system, gaming, odds are all controlled by Hong Kong jockey club and is unable to run independently.Dedicated to solve above problems, this paper offers relatively optimized strategy for the development of sports betting lottery through comparison and reference of western advanced technology and methodology in the way of PEST analysis, Michael Porter’s Five Forces Model, SWO T analys is, STP analysis and 4PS marketing theories. The strategies are : firstly, optimizing STP strategy by subdividing destination market, locating goal customers to the high-qualified group of people aging from 26-55 years old with their salary ranging from 1001-3000 rmb per month., settling destination market development strategy; secondly, to optimize product strategy by improving its brand image and be focused in order to be in a honest and nice brand identity as well as enriching sports events and increasing game kinds. Thirdly, to optimize pricing is important as there are different levels of customers; fourthly, optimizing sales channels and open up new sales channels by taking advantage of internet plus strategy. Fifthly, optimizing pricing and making proper promotions during various spor ts events, events sales, star spokesman, set promotion such as “outdoor events” and “sports lottery popularizing day” as so on. |
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