A Study On The Factors Affecting The Site Selection Of Sports Lottery Outlets In Shanghai

As an important channel for raising funds for sports cause in China,sports lottery has made great progress since its release.The sports lottery sales outlets as the direct sales channel of sports lottery,sports lottery is to display the image of "window",but also for the lottery lottery lottery to provide knowledge services and popularization of "window",is the priority among priorities for sustainable and healthy development of the sports lottery.However,the layout of some areas has been overlaid,which affects the profit of the network.At the same time,in recent years,the increase of the sales cost(rent,manpower and material resources)of the lottery network makes some sales outlets do not reach the best operating performance.In addition,in the environment of the welfare lottery competition,many lottery outlets have increased the sales volume for the sake of profit,and even appear vicious competition.Based on this context,the study chooses the Shanghai sports lottery sales outlets as the research object,research and investigation on the Shanghai city sports lottery sales outlets,combining with the theories and methods of other industries at home and abroad research on location,explore the influence factors of the sports lottery sales outlets location and analysis,in order to improve the sports lottery sales outlets the location of the system,put forward the corresponding countermeasures for the management of Shanghai sports lottery sales outlets.First of all,from the three aspects of location selection theory,site selection and location of sports lottery,this paper analyzes the current status of site selection research,and finds that most of the current siting problems remain at the macro level,and lack of pertinence to the research objects.However,the domestic lottery industry is lack of research on the location of network outlets,and sports lottery related matters are few and far between service quality and network management.Secondly,in the process of combing the literature,based on the location factors are summarized,combined with the observation of field research,established the factors affecting 11 of Shanghai sports lottery sales outlets are around the location,population density,community quantity,surrounding community maturity,network location,network visibility,the level of rent commercial,complementary,dot size,business type,service facilities and service level of sales outlets.At the same time,through the analysis of the location of sports lottery sales outlets in Shanghai,it is considered that there are uneven layout,unsound location system and unstandardized management problems.This paper will make some suggestions and Countermeasures for the above problems through empirical analysis.Secondly,through the SPSS 22 software,the sample survey data for empirical analysis,analysis of the specific process is as follows: first,the research object of the whole data were analyzed by descriptive statistics,the mean and standard deviation of the basic data,laid the foundation for later data analysis.Next,in this paper,we use principal component analysis(PCA)to recombine 11 variables into 4 new factors according to the weight of variables explained by factors.Then the clustering analysis method is used in this paper,on the basis of the "minimum variance within the group,the maximum variance between groups" principle,the samples will be divided intothree categories: the first category of sports lottery sales outlets average monthly turnover and business types,the surrounding population density,dot sales service level correlation is highest;second kinds of sports lottery sales outlets the average monthly turnover and dot area,community maturity,management type of the highest correlation;third kinds of sports lottery sales outlets average monthly turnover and rents,dot area,the highest correlation network location.Finally,this chapter uses the multiple regression model to sort out the importance of the 4 factors,which are as follows: store factor,economic factor,community factor and operation factor.At the same time,the correlation between the 4 factors and the monthly turnover is explained,and the multiple regression model of the influencing factors of the site is obtained.Finally,this article from the sports lottery management departments and the owners of the network level,respectively put forward specific proposals,suggestions and management departments shall improve the location evaluation standard,improve the network dynamic information database,to strengthen the overall global control,attention dot image management,at the same time that lottery outlets owners should carry out professional scientific work site,fully understand the lottery planning policy,clear positioning,business outlets to enhance the quality of service outlets.