The Study On The Management And Countermeasures Of Shanghai Sports Lottery Ombudsmen

In recent years, the scale of the sports lottery market continues to expand inShangai, providing the strong economic support and protection for the public welfareand the rapid development of sports enterprise. In2012, the Shanghai sports lotteryannual sales record reached2.629billion yuan, the annual cumulative raise publicwelfare fund0.64billion yuan.At present, the amount of sports lottery sales outlets inShanghai’s19districts has inscreased form300to2091,which caused the appearanceof the sports lottery Ombudsmen in May.2010. But there are some issues in thissystem,which restricts the efficiency of the management to a certain extent. Theemergence of ombudsmen is to deal with current management problems that werebrought by the growth of the number of sales outlets, and to perfect the relatedwork.This paper mainly adopts document-data method, interviewing method,Expert-advice method, questionnaire survey method, mathematical statisticsmethod，analysis method and so on. To analyzed the shortage of current sportslottery ombudsmen management systems in Shanghai mainly, aiming to clear theduties and rights of sports lottery ombudsmen, building better management systems,and then providing reference to the sustainable and healthy development of Shanghaisports lottery ombudsmen team establishment.This article draws up the conclusion of this study and the optimal ways tomanage sports lottery ombudsmen:1. As a new position in the Shanghai Sports Lottery Management Center,theSports lottery Ombudsmen play the pivotal role between the center,the county sportslottery administrative offices and the sales outlets,which is an important measure forthe Shanghai Sports lottery to improve the management of service quality and brandimage.2. The gender aspect of Shanghai Sports Lottery Ombudsmen: proportion offemale ombudsmen is lower than the male; educational aspect: the vast majority of ombudsmen has the diploma of juior college education; team building: more youngstaff should be recruited and trained.3. The Sports lottery Ombudsmen need to possess the knowledge of marketing,communication and coordination ability, lottery games and betting skills;theprofessional quality of honest and trustworthy,and work actively;and get trainedthrow the expert lectures, exchange of experiences, go out site visits and case training.4. The assessment methods:leadership evaluation, area sales, monthly reports andreports on the work;the incentive methods: providing transport allowance,communications allowances, bonuses and career development planning, as well as theestablishment of a sports lottery ombudsmen a ssociation.5. There are some problems in the territorial management mode,:the managementmode need to be further optimized;standards are not unified management, lowefficiency of management;much executive order interfere in the operation of themarket;the basic quality of the sports lottery need to be improved; and thecommunication platform is needed.6. Management make the following observations response: further optimizationof the sports lottery specifically to deal with members of management mode;unifiedmanagement standards; city,county management center create a positivelinkage;improve the management system of sports lottery ombudsmen (trainingsystem, examination system, incentive system); strengthen the team-building andoptimize team structure;and set up the Shanghai Sports Lottery OmbusmenAssociation.