Research On Marketing Strategy Of Quiz Sports Lottery In Shandong Province

Sports quiz is a kind of game that regards the process and result of sports competition as the object of quiz.It has strong entertainment,participation and stimulation,so it is loved by many people.In ancient China,sports quiz has appeared.The development of sports in the late Qing Dynasty and the Republic of China was not comprehensive,and only in modern times did it develop more normatively.In different periods,the forms of sports quiz are not the same,and the governance methods are also different.As an important representative of sports quiz games in recent years,China's quiz sports lottery industry is constantly developing,and sales in 2017 have reached 92.852 billion.However,behind the briliant report cards with sales volume,many new problems are also exposed in the marketing of quiz sports lottery,such as the limitations caused by limited product selection,the diversification of cooperative sales objects with the development of the times,and the systematic marketing methods that have not yet attracted enough attention,all of which will lirnit the future development of quiz sports lottery and are not conducive to its full play.The potential advantages of quiz games in the whole sports lottery market.Based on the theoretical knowledge of management and marketing,and on the basis of collecting and sorting out the literature,this paper studies the marketing strategy of quiz sports lottery in Shandong Province by means of literature research,case analysis and questionnaire survey,so as to meet the different needs of the public for lottery purchasing,so as to futher improve the sales volume of quiz sports lottery and promote the sustainable and healthy development of sports lottery business in Shandong Province.Firstly,this paper briefly introduces the related concepts and marketing characteristics of quiz sports lottery.On the basis of many references,it summarizes the specific contents of 4P,4C,4R,STP theory and SWOT analysis method.Then,by combing the current sales and marketing situation of quiz sports lottery in Shandong Province,it is concluded that there are some problems in marketing,such as unreasonable product structure,single marketing channel,limited price change,lack of innovative promotion methods,etc.The reasons for the problems are imperfect marketing organization,insufficient training of salesmen,insufficient distribution of sales points and management system.Imperfect.Secondly,the macro-environment of the quiz sports lottery in Shandong Province is analyzed from the aspects of politics,law,economy,society and technology,and the main competitors are also analyzed and compared.The advantages,disadvantages,opportunities and threats of the quiz sports lottery in Shandong Province are carefully analyzed by SWOT analysis method.Then,through the investigation and analysis of consumer behavior,the following strategies are put forward.The proposal points out the direction.On this basis,the marketing strategies of products,channels,prices and promotions adapted to Shandong market are put forward.In terms of product strategies,product image can be improved by enriching product types and establishing quiz sports lottery brand;in terms of channel strategies,existing sales channels can be optimized to expand new sales channels;and in terms of price strategy,purchase preferences can be given appropriately.;in terms of promotion strategies,one is to promote with the help of competitions,and the other is to increase the diversification of promotional activities.In order to implement the above marketing strategies smoothly,this paper also discusses the safeguard measures of the strategies from four aspects:human capital allocation,management mechanism,organizational structure and technical support,and strengthens the marketing of quiz sports lottery in Shandong Province.