Research On The Improvement Of The Marketing Strategy Of Welfare Lottery In Xiangtan City Based On 4C

Chinese Welfare Lottery Ticket is a public welfare lottery issued by the government.On the one hand,it can help the government to raise a large number of public welfare funds and play an important role in helping the elderly,the disabled,the orphans and the poor.On the other hand,it can help the government to maintain the credibility of the government and the lottery.With the continuous development of economy,purchasing lottery has gradually become a part of people 's life.The economic development in Xiangtan city is relatively backward.Due to the competitive pressure brought by sports lottery,Xiangtan Welfare Lottery Center has deficiencies in the breadth and depth of market development.The management mechanism of welfare lottery needs to be reformed,the marketing strategy needs to be optimized,and the advantage of welfare lottery needs to be highlighted.This paper takes the existing marketing strategy of Xiangtan Welfare Lottery as the research object,according to the needs of consumers,combined with the “4C Theory” to study the problems in the marketing strategy.This paper uses the methods of literature,questionnaire and interview to sort out the development of welfare lottery in Xiangtan city,Hunan Province and China.This paper analyzes the macro environment,competitive environment and micro environment of Xiangtan welfare lottery systematically through PEST analysis,competitive environment analysis and SWOT analysis.Furthermore,based on the “4C” marketing theory,this paper points out the short,medium and long-term goal of the development of welfare lottery in Xiangtan city,defines the core of the development of welfare lottery in Xiangtan city,advances improvement suggestions in four aspects: consumer demand,cost,convenience and communication,and puts forward specific safeguard measures in four aspects of system,organization,human resources and market,so as to solve the realistic dilemma of the development of welfare lottery in Xiangtan city.The purpose of this paper is to promote the development of the welfare lottery in Xiangtan City and solve the practical problems of the welfare lottery in Xiangtan City,so as to provide some reference for the formulation of the marketing strategy of the welfare lottery in other prefecture level cities in China.