| The welfare lottery,as a special commodity,is nonprofit,voluntary,planning,monopoly,and game—playful and particularly it is very special.Because the welfare lottery is issued by the ministry of civil affairs,the fundamental goal is to raise money for the development of social public welfare.Player’s purchasing motivation for "the lottery,entertainment,and public welfare” is different from the general consumers.Chinese welfare lottery and sports lottery agencies are relatively independent and mutually,but competition is too homogeneous,which creates a special lottery market structure in our country,and the marketing theory and practice have a certain particularity.Focusing on the situation after 2000 welfare lottery issuing in our country,this paper analyzes the present situation,from the issuing offices,shops,and punters after detailed analysis of the lottery industry and market.It summarizes the improvement of the market marketing system,the terminal image of ascension,the standardization and rationalization of the lottery mechanism,the image of the lottery ticket public welfare propaganda,the new media reasonable use,strengthen the service of the punters and guidance,and to strengthen the construction of legal system is an important means of lottery industry healthy and rapid development in our country.In addition,combined with the development of new media,introducing self-help betting terminals,self-help sales hall,the Internet and mobile phone betting it will become another one of the prime mover of the development of the lottery market next.Aimed at the status and characteristics of China welfare lottery marketing,combined with the latest economic,social situation and consumption habits,this paper puts forward a new lottery marketing model and method.It expounds the introduction of marketing,big data wisdom city and the strategy of \ "4.0\" industrial pattern to provide the public with a lottery ticket,the high quality service will play a very important role. |
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