The Analysis Of Football Lottery Marketing Mode In Beijing

Football as the most popular sports is loved widely in the world. Football lottery was born via the development of football sports and also accelerate its evolution.Football lottery appeared gradually in many countries since its first publishing in Britain in 1921.Our country began to publish football lottery at Oct.2001.The publishing of football lottery broke the empty history of sports lottery in China and gave a new power to its development.In the process of publishing,Sports Lottery Management Center of State Sport General Administration took the effective measures about four aspects:product, price,place and promotion,which accelerated football lottery's development.Until Dec.14,2008,China football lottery was published 1,486 times and the total selling amount is 367,950,000,000(RMB),of which the Beijing area is 31,480,000,000(RMB).2005,Beijing Sports Lottery Management Center began to publish the lottery--"Single-match Football Lottery".This kind of lottery appeared gradually in Tianjin and Guangdong in 2006.There are one thousand five hundred"Single-match Football Lottery"franchised shops in China.And the sum amount of Beijing,Tianjin and Guangdong reached 15,090,000,000(RMB) before Dec.14,2008.This article analyses football lottery' s present situation and marketing mode of Beijing and even the whole China via lots of ways which are literature checking,expert visiting,question investigating,data statistic,logic induction and some marketing theory.So it could sum up as below:1,China football lottery's publishing has had an outstanding achievement for seven years.It not only gets the huge economic and industry benefit but also makes famous social benefits.Its using in commonweal provides huge advantage for civil sports and Olympic Games. That marks China lottery industry has entered a new stage.2,China football lottery publishing uses the "4P" marketing mode to keep good and steady development.This mode can add new play ways, change guess rounds,extend sell website and strengthen advertising in time,which depends on present development.3,China football lottery not only accelerates the development of football game and the whole sports career in our country but also boosts the development of other industries.So it contributes to the construction of concordant social democracy hugely.4,This type of "Single-match Football Lottery" in Beijing supplies the old kinds of football lottery and adds an kind of new powerful energy meanwhile.5,The selling sum of China football lottery has been down since 2004.And it has not been great up or down in lately 3 years.It couldn't get more than 2003 which year is the marketing climax.This result refers to its own marketing mode.So it' s necessary that improve and perfect the present marketing mode.