Research On The Construction Of The Sports Lottery Operation System Of Shandong Sports Lottery

Lottery is licensed to issue and sold according to law for raising social welfare funds,developing sports undertakings and promoting the development of public welfare undertakings.The development direction and pattern of all walks of life have changed with rapid development of electronic information technology.As akind of special commodity,lottery is also affected by the rise of the Internet,and a new sales channel which followthe trend of development was born,paperless lottery.Sports lottery has a good salesin Shandong Province,and its entity sales channel is mature.But pressure of entity sales channel increase with costs of labor and rent constant increasing.So Shandong sports lottery management center is actively innovating and put forwardpaperless lottery sales channels in 2015,and paperless lottery sales work is in the forefront of the country.The work is in the exploratory stage and has not yet formed a mature operating system,so it is necessary to study the operation mode and system of Shandong Province sports lottery paperless sales.A large number of first-hand information are acquired in the paper by access method and questionnaire.This paper draws the present situation and existing problems of paperless sports lottery combined with Shandong Province paperless sport lottery sales data,and analyzes the advantages,disadvantages,threats and opportunities of paperless lottery using SWOT.The paper put forward suggestions on constructing the marketing system of paperless sport lottery in Shandong Province from 6 aspects including construction of the legal system,security support system,the owners incentive system,multi-level product system,and customer-related integrated sales system,problem customer prevention system through learning from domestic and international lottery industry development experience,and has strong operability and feasibility.