Research On The Optimization Of The Marketing Strategy Of Changzhou TH Sports Lottery

The lottery game is a special kind of sports lottery in China.The management center of sports lottery of the General Administration of Sports decides the number of football or basketball matches.The lottery players predict the results of the matches and cash the prizes with the actual results.In 2017,China's competitive lottery sales climbed to 92.852 billion yuan,an increase of 38.59%,accounting for 44.28%of the total sales of sports lottery.Contrary to the flourishing development of the lottery industry,the owners of the lottery betting stations mostly neglect the upgrading of consumer demand and pay little attention to innovation management.The intensification of competition in the industry accelerates the de-homogenization of the entity betting stations.Changzhou TH competitive lottery betting station was established in October 2016.In June of the following year,most of the lottery players suffered pains to stop losing money,suffered serious customer churn and continued to suffer low lottery sales due to nine successive failures of the two-string-one-soccer single.It is an urgent marketing problem for Changzhou TH betting station to clarify the causes of existing marketing problems,formulate corresponding lottery marketing strategies and reduce the risk of lottery betting.By using the methods of literature retrieval,qualitative and quantitative analysis,this paper summarizes the domestic and foreign literature research results on sports lottery and lottery marketing strategy,and also explores the theoretical basis of consumer behavior,target market positioning,customer satisfaction and so on.Based on the optimization of the marketing strategy of Changzhou TH competitive lottery betting station,through data collection,flow chart method,interview method,online questionnaire survey and other methods,The four operating factors of the betting station(lottery products,marketing channels,competition among industry,and lottery consumer behavior)were carefully analyzed,and through a questionnaire survey carried out lottery satisfaction survey.This paper combs out the advantages,disadvantages,opportunities,threats and existing business models of the betting station in the market environment by using SWOT analysis method,and the use of fish-thorn diagram method to analyze TH lottery betting station lottery sales continued to decline.In this regard,this article puts forward the countermeasures of optimizing the marketing strategy from four aspects:optimizing the betting strategy of sports lottery products,perfecting the on-line and off-line dual-channel management,building an efficient management team,and strengthening customer relationship management.Through the externalization of the "lottery to make public welfare more exciting,choose to make life more passionate" corporate culture,and strive to build the individual contest value proposition of "Changzhou exclusive super-high reward rate,give you the most surging betting experience",further consolidate the core competitiveness of the betting station in the region,but also for the same type of lottery betting station and the majority of lottery users to provide a reference.