Research On Marketing Optimization Strategy Of Yunnan Sports Lottery Based On 4P Marketing Mix Model

With the development of Yunnan Sports Lottery entering the "14th Five-Year Plan" period,people have higher expectations for the high-quality development of sports lottery.As a platform to show the values of public welfare,public trust and responsibility,the standardized management of sports lottery,brand image,communication efficiency,diversification of channels and products,digital development and even the development imbalance between urban and rural areas still need the academic circle to put forward new ideas.Based on this,on the basis of traditional sports lottery research at home and abroad,combined with the specific development practices of Yunnan Province in recent years,this study uses PEST analysis model tool to conduct a detailed analysis of the macro environment that the development of Yunnan sports Lottery depends on.Meanwhile,the 4P marketing mix model tool is used to analyze the marketing strategies of specific activity units in the Yunnan sports lottery market from the four aspects of product,price,channel and promotion at the micro level,so as to form a comprehensive and three-dimensional cognition of the development status and objective laws of the Yunnan sports lottery market.Based on the analysis of the development status and marketing strategy of Yunnan sports lottery market,this study believes that the future "14th Five-Year Plan" period of Yunnan sports lottery business should pay attention to the optimization and upgrading of product strategy,brand strategy,channel strategy and promotion strategy.Focusing on the transformation and upgrading of Yunnan Provincial Sports Lottery Management Center in Party construction,talent team construction,sports lottery public welfare fund raising and other aspects,the marketing strategy of Yunnan Provincial sports Lottery will develop towards a more optimized direction.