Qualitative Research On Marketing Influencing Factors Of "Ding Gua Gua" Instant Lottery

Sports lottery industry as an important part of the sports industry, now has become in many countries in the sports industry a pillar industry in the national economy also plays an important role. Sports lottery has a strong social fund-raising function, which absorb idle funds, to make up for lack of state financial resources, to promote the development of physical culture, to a large extent alleviated the growth in demand for sports funding and national problem of insufficient investment, thus becoming more and more countries general measures. Instant sports lottery is a sports lottery, after the Second World War emerged a new type of lottery, 80's country of China, which means that the Sports Lottery is one of the first public lottery. Taking advantage of the Olympics spring, early in 2008 by the State Council for approval, the Ministry of Finance, Bank of China is responsible for supervision of the State Sports General Administration approves public offering of the "Ding Gua Gua" series of new instant sports lottery (hereinafter referred to as the invoice) in across the country listed. After a lapse of four years, the State Sports General Administration re-issued the invoice, from the product, marketing, publicity tremendous changes, from four years of waiting, breeding, reform and then baked, you can see on the new version of Scratch Cards national attention. On this basis, preparing Shaanxi Sports Lottery Centre, well planned, conducted a large density of publicity for the new instant sports lottery market in Sanqin earth created good conditions. Xi'an, Shaanxi Province, located in the heart of the Shaanxi political, economic and cultural development of the center, which means that the Sports Lottery in marketing to a certain extent, reflects the highest level of development of the province, the same time, which means that the type of Xi'an Sports Lottery to the development of other regions across the province play a role model and guide.This thesis uses a qualitative research, through four counties in Xi'an, select the 21 instant sports lottery sales representatives and 50 instant sports lottery Zuo Wei also interviewed according to grounded theory principles and began to log the purpose collected on the impact of instant sports lottery marketing information in the concepts involved and the areas which can be summarized and analyzed, and ultimately affect the instant sports lottery in Xi'an marketing of various factors, and reached the following conclusions:1. "Ding Gua Gua" series of instant sports lottery in the Lottery welcomed by the majority of listed at the beginning, Xi'an lottery market is quite good response, instant sports lottery in Xi'an in March sales in pre-market, more than long-term hold body leading position in PC sales color of Sports Lottery. By researchers rooted instant sports lottery management and market research concludes that "Ding Gua Gua" series of instant sports lottery from the pre-to post-release marketing has a great innovation, such as the ticket-like design, management system, sales channels, advertising, business development and competitive aspects. However, the early sales boom experienced after a steady decline in sales, sales channels, confusion, there has been as high rebate sales, cross sales seriously disrupted sales market. 2. Using qualitative research methods to " Ding Gua Gua " series which means that the Sports Lottery sales of more than status quo and problems of verification, sorting out the impact of instant sports lottery sales factor. Specific method is based on the researchers as a research tool I have, through the Sports Lottery Management Centre in Xi'an root interviews, collection and instant sports lottery and the sales staff interviews, log on through the three core categories are sorted out effect ("Ding Gua Gua" series instant sports lottery sales influencing factors) of sales, Lottery, management, and four levels of government actions, 12 the micro factors, including distribution channels, sales force quality and training, the impact of policies and regulations, location consumer motivation is mentioned in the interview process was the most frequent, the most common factors that are most critical, the core factor.