| Since 12th Five-Year,with the rapid development and popularization of e-commerce,China’s lottery industry has entered a period of rapid development.In 2011 the national lottery sales had exceeded 200 billion yuan,to 2014,the national lottery sales is as high as 382.3 billion yuan,it’s almost doubled in three years.In 2014,the Internet lottery sales reached 85 billion yuan,accounting for the total annual sales of 22.2%.With the continuous growth of Internet lottery sales,lottery market management issues are emerging.Therefore,the Ministry of finance of the Internet lottery sales policy after several adjustments,until the beginning of 2013 the Ministry of Finance announced the "lottery sales management approach’" clearly defined "lottery including physical store sales,telephone sales,Internet sales,marketing and other self-service terminals,was admitted for the first time the Internet sales legitimacy as a sales channel the lottery,which allows us to see the paperless lottery or will become the new trend of development in the future.To seize the development trend of the lottery market,adapt to market demand,Guangxi welfare lottery center since 2011 has been with Beijing,Shanghai and other provinces and cities in the number of Internet lottery middlemen cooperation Internet lottery sales,to achieve a sustained leap forward development of lottery sales.Although the sales success,but sales channel problems have become increasingly apparent,such as:the sustainable development capacity of the line channels,online channel choice is single channel management level should be improved,the existing sales channels can not meet the needs of different groups of lottery demand.The existence of these problems has affected the sustainable and healthy development of Guangxi welfare lottery sales.Through the research and analysis of the existing problems of Guangxi welfare lottery sales channels,using the related tools and methods of marketing channel theory,the design of a new Guangxi welfare lottery sales channel mode based on Internet new,and puts forward the new channel mode of implementation and management of the project,in order to provide new ideas for the development of Guangxi and even the whole country the Internet lottery.According to the design of the Guangxi welfare lottery sales of new channel model based on the Internet,this paper discusses the design objectives and principles,the design of marketing channel,the Internet lottery sales management system design,and discusses its value.According to the implementation and management of the new channel model,this paper discusses in detail the preparatory work,the implementation steps,the management structure and the division of labor,incentive measures,conflict resolution and so on. |
