The Study On The Marketing Strategy Of Welfare Lottery In Shenzhen

It is an important approach to make up financial deficit through issuing welfare lottery to the general public. Up to now, there are about 100 countries to fundraise social capital, using social assistance to help those sick and elderly and to relief disaster and so on, which is playing an important role in promoting social harmony and the development of civil society.Based on the lottery principle, from the analysis of the development of the Shenzhen Welfare Lottery history and present situation reveals the welfare lottery industry in Shenzhen is facing major difficulties and challenges. On this basis, the use of economics, management, and marketing of basic theory, with Beijing and Shanghai Welfare Lottery horizontal development of the market, find out the welfare lottery, Shenzhen, product development and marketing, major gaps exist. Using SWOT analysis to explore in the same market environment, the welfare lottery and sports lottery, illegal lottery ticket "lottery" and other products in the market competition, the system analyzes the welfare lottery market in Shenzhen, the internal strengths and weaknesses and the advantages and disadvantages of the external environment conditions. On this basis, the proposed development for the Shenzhen market, the welfare of the welfare lottery lottery marketing strategy.Shenzhen conclusion that the first welfare lottery marketing strategy to meet the market demand for the establishment of the cause of a single enterprise management mode, the implementation of performance appraisal management, improve management efficiency; followed by the implementation of the implementation of a wide range of product strategy, brand strategy, improve sales channel strategy, Human resources development strategy, while increasing the welfare lottery market development space, consumer group by the society, "lower class" ordinary migrant workers to high-end "white collar" Lottery over the development of consumer groups; the last is to strengthen the construction of the lottery culture, improve the theory of practice Guidance, to study the establishment of intervention and rescue mechanism lottery issue to reduce the lottery to give the "negative effect" principle to ensure a stable and secure release.