Research On Marketing Strategy Of Electronic Sports Lottery In Shandong Province

This article first analysis of the status of electronic lottery at home and abroad,points out that foreign electronic lottery products rich,occupy a large market share,and domestic electronic sports lottery is still in its infancy,shandong be "mobile phone online" is one of the pioneer.Then,the development status of shandong e-sports lottery is analyzed by collecting the latest data.According to the big data analysis,the sales volume of the three major players in the three major games,namely,the competition lottery of shandong province and the opening and the lottery,accounted for 90%of the total sales volume of "mobile phone online" in 2016.The main customer group of e-sports lottery is in the 26-35 years,accounting for 56%of the total number of customers.The registration peak is mainly at 12am and 7pm;The top 15 per cent of the total number of super users accounted for 0.35 per cent of the total number of users and 15 per cent of sales.There are more than 26,000 users in the top 15%of the total number of users,accounting for 70%to 80%of the total investment.Using PEST analysis,this paper analyzes the development environment of shandong e-sports lottery from four aspects:policy and legal environment,economic environment,social culture environment and technological environment.Then,using 4P marketing combination theory,the marketing strategy of developing electronic sports lottery was studied from four aspects:product strategy,price strategy,channel strategy and promotion strategy.In the aspect of product strategy,it is recommended that the core product level adopt different game mechanism,the form product level introduces the variety of games,extending the product level to expand multiple services;In the aspect of pricing strategy,it is suggested that implement the price range set lottery varieties,brings increasing small denominations of lottery tickets,race color large denomination of lottery tickets,the open interval increase 11-20 Yuan lottery,to expand sales;In the channel strategy,it is suggested to classify the cooperative channel of electronic lottery to promote the integration of electronic channels and physical channels.On the promotion strategy,it is suggested to choose promotion strategy based on user characteristics,then choose promotion plan and promotion form.Finally,this paper analyzes the safeguard measures of electronic sports lottery marketing in shandong province from the aspects of organizational structure,team construction,incentive assessment,technical support,cultural propaganda and brand construction.