| Starting with the basic definition of lottery and sports lottery,this paper introduces the characteristics of lottery,the types and main methods of playing sports lottery,and understands the development process of sports lottery in China.Subsequently,through the collation and analysis of the relevant data in the past five years,especially the comparison between 2016 and 2017,this paper makes a systematic analysis of the current situation and problems of Weihai sports lottery market.Through data analysis,it is found that the total sales of sports lottery tickets in Weihai City are increasing year by year,but the sales of various types of products are not balanced and the product structure is unreasonable,and products with core competitiveness have not yet been formed;the development of counties and urban areas is unbalanced,and the municipality directly under the jurisdiction of Weihai City is the fastest Volume contribution rate is the largest,Rongcheng City has a certain degree of decline in sales and growth of various types of lottery,Rushan City sports lottery development is still relatively lagging behind;sales channels mainly rely on entity franchised stores,while the number of part-time stores,mobile phone online and social channels is limited,the contribution rate to sales is low,and analysis found that the area with high sales volume has a high density of sales outlets,and annual sales of 1.2 million.3.6 million high-quality sites account for a large proportion;in sports lottery propaganda,mainly through the traditional media to carry out winning and promotional activities propaganda,the development and utilization of new media is insufficient,and the propaganda of public welfare activities and national fitness activities needs to be strengthened.This paper uses PEST analysis method to analyze the macro-development environment of sports lottery in Weihai from four aspects:political environment,economic environment,social environment and technological environment,and uses Porter's five-force model analysis method to analyze the industry environment of sports lottery in Weihai from the entry ability of potential competitors,bargaining ability of buyers and sellers,competition among trades and threats of substitutes.SWOT analysis,from Weihai sports lottery facing strengths,weaknesses,opportunities,threats four aspects of the competitive environment faced by its development.Then the marketing strategy of Weihai sports lottery is designed by using STP marketing theory and 4P marketing mix theory from target market positioning,product strategy,price strategy,channel strategy and promotion strategy.Through market segmentation and target market positioning,it is suggested to adopt differentiation strategy and centralization strategy to further tap the post-90s lottery group and public lottery group;in terms of product strategy,it is suggested to enhance brand awareness,enrich lottery varieties and implement product diversification;in terms of price strategy,it is suggested to reduce the issuance cost and implement multi-level pricing;in terms of channel strategy,it is suggested to consolidate the main channel of entity,actively expand new channels,and comprehensively implement the construction of sales outlet standards;in terms of promotion strategy,it is suggested that the promotion activities be flexible and diversified to make profits.Use the"Internet+" resources to carry out promotional activities,publicity and keep up with the trend of new media. |
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