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Research on Marketing Strategy of Hunan Sports Betting Lottery

Author: FanXiaoWu
Tutor: LeiHui
School: Hunan University
Course: Business Administration
Keywords: The Hunan sports lottery Sports Betting Market expansion Strategy
CLC: F719
Type: Master's thesis
Year: 2012
Downloads: 18
Quote: 0
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Abstract


With the development of economy and society,the lottery has entered people’slive as a way to raise social idle capital. The nation and the ordinary people give moreand more attention to the development of lottery; the lottery games not only extendmany kinds form but also integrate with the international. The lottery game use theresult of the Sports match as playing object is a new game of China Sports Lottery.The game which introduced in the end of2009and came through the South Africa2010World Cup has achieved rapid development, also become a strategic products inHunan Sports Lottery. But in face with the fierce market competition and the marketexpanding is still very insufficiently in Breadth and depth. The developments oflottery games have a series of problems, only to study the reasonable market strategythe games take advantage of its competitive strengths in order to change the Hunanlottery market competition pattern.This article major research the new lottery game (Sports Betting) marketdevelopment strategy in Hunan. At first, taking the marketing theory as the guide andrefer to the process of the domestic and international lottery market development.Then the paper focus on analysis the present situation of Sports Betting in Hunanmarket, using the SWOT to analyze the new game’s advantages and disadvantages andthe overall environment home and abroad in Hunan lottery market. Point out thequestions and the reasons in the market. The Hunan lottery market should exert itsown advantages, expand the core competition ability, and catch the marketopportunities in order to capture the market as soon as possible. Last, graduallyestablish a brand image.On this basis, the paper submits four strategies on Hunan lottery market. Fromthe product life cycle, the new game is still in the growth stage; it should be rapidpromotion, carry out the channels priority strategy, optimizing sales channels andimprove network quality. The new game (a new strategic product) represents thedevelopment direction of china Sports Lottery, which needs brand marketing. In orderto expand the lottery market it must Integrated Resource. It points out four strategiesat the end of the paper, improve the skills of employees, implement standardizedmanagement, and promote a healthy Sports Betting culture, respectively, from thethree aspects of human resources, institutional and cultural construction. The new lottery game eventually plays a central role in the regional market competition and therapid-healthy development of the market in Hunan.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > Services sector
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