The Operation Strategy Of Jiangsu Spots Lottery Electronic Channles

With the rapid development of mobile communication technology and Internet technology, electronic commerce presents explosive growth. Electronic channels of all business become an indispensable way of marketing and customer service, from the complementary of entity channels. Especially in the lottery industry, the electronic channel has become one of the important factors that affect the future competition. Jiangsu province is the largest body of sports lottery selling, which surpasses other provinces in sports lottery sales. This province is also and the only one whose sport lottery sales higher than welfare lottery sales. To perfect marketing channel system, by the unified deployment, the national lottery center develops an electronic channel marketing trial in Jiangsu province to accumulate experience for the promotion of electronic channels in the whole countries. Due to the beginning of the trial, all things are in the stage of exploration. It still lacks a complete set of the operation mode of the electronic channels and development strategy. Therefore, it is necessary to have an in-depth research on the operation mode of the electronic channels and development strategy for Jiangsu province.This paper introduces the theory about electronic channels and lottery. Referring to the experience of lottery industry and other industries at home and abroad, we analyze the advantages, disadvantages and challenges of developing the sport lottery electronic channels, and provide some suggestions for Jiangsu province from several aspects, including marketing, channels, business and service. For marketing strategy, we suggest they can take content marketing, social marketing, differentiation marketing, precision marketing in different media and guide healthy purchase by public welfare. For channels strategy, we suggest they can take the coordinated development among different channels, coordinate with other industries, and optimize the incentives of different channels. For business strategy, we suggest they can construct electronic channels of payment platform by unified planning, and have interaction with customers. For service strategy, we suggest they can take user-centered and personalized customer service, which to provide special service for the customers.