| Middle age of 1980's, the Chinese sports lottery went upon the stage of lottery industry and gradually stepped onto the standardized mature development path. Under the management and the guidance of government, Chinese sport lottery demonstrated formidable function on financing and promotive effect for sports enterprise in our country. As an important part of sports industry in our country, sports lottery increased government tax revenue, reduced government finance pressure, increased way of employment, reduced the social employment pressure, impelled correlative industry development, promoted the individual consumption and the economic boom. But simultaneously, we also should see, Chinese sports lottery still was at the initial stage: the lottery management system is not perfect, and there are some disadvantages existed in the release and the sales process, affected the development of sports lottery.Situated at the northwest region in our country, economy of Xinjiang is relatively underdeveloped, sports fund invested by the government was limited, at the same time, Xinjiang's territory vast, nationality multitudinous, various national populace's sports demand grew day by day, contradictory was also prominent. Therefore, developing sports lottery is significant for alleviating the contradictory, increasing government income, promoting the sports enterprise development in Xinjiang.This article adopts document reference and questionnaire methods to study the current situation of sports lottery of Xinjiang Province. With sports lottery purchasers and management staffs as well as sellers in 16 region of Xinjiang as research object, this article analyzed the sports lottery present situation and the existent problems in terms of management, sale, propaganda and status of sports lottery purchaser. The result showed:1.The form of Xinjiang sport lottery management system still follows the way of"planned economy". Management staffs are not enough. Age structure and qualification structure of management staffs are reasonable, major structure of management staffs should be improved. Construction of regulations should be strengthened. Usage of welfare fund is relatively nontransparent. 2.Sale of Xinjiang sports lottery grew quickly in past years, but sales are prominent unbalanced in different regions. In Xinjiang sports lottery market, few of playing methods were dominant, local playing methods lack. Management methods for sale point were of less effect. Seller staffs are not stable, and the quality of them is not satisfied. Service of sale should be improved.3.Propaganda of Xinjiang sports lottery be charged with Xinjiang sports lottery administration center completely, enthusiasm of regional administrators is constrained; Propaganda content are simplified, the materials of propaganda are insufficient.4. Middle aged people and young people are in the majority of sports lottery purchasers, and male consumers are more than females. Their consumption behavior are steady and sane, although their consumption psychology are not mature enough. Most of consumers with lower income and simple education background, their professions distributed widely. Evaluation for convenience of sports lottery is well, but for credit standing is not good enough. Instant sports lottery is still a field with market potential.This article put forward some advice from the management, product, marketing in accordance with the problems existed in management of xinjiang sports lottery, tries to offering the theoretical reference for sustained and healthy development of Xinjiang sports lottery. |
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