Research On The SWOT Analysis And Development Strategy Of Sports Betting Lottery In Hubei

Since the issuance of the sports betting lottery in Hubei in 2001,it has attracted more and more people's attention because of its unique sports entertainment,interest and intelligence.In recent years,sports lottery in Hubei has developed rapidly.The annual sales volume increased from 3 billion 600 million yuan in 2015 to 6 billion 700 million yuan in 2016,and then to 9billion 300 million yuan in 2017.In 2016,the sales of guessing game lottery was 4 billion 20 million yuan,and the growth rate was the first in the country.What is the overall development of Hubei guessing game lottery ticket,what are the problems behind the fast growth of the game lottery ticket,the constant change in the environment inside and outside of the new period,whether it can continue to maintain the growth situation after the outbreak,and become the key to test the vitality and sustainable development ability of the game of Hubei guessing games.In this paper,through the literature,field investigation and analysis,expert interview and other methods,first of all,based on the overall overview of the development of Hubei guessing game lottery nationwide,the Hubei guessing game lottery in the development of Hubei body color began to occupy the dominant position.Secondly,according to the data analysis of the recent 5 years' competitive lottery sales,competitive lottery sales outlets and sales teams,it is concluded that the Hubei guessing game lottery has a narrow target market positioning,uneven distribution of sales outlets,a single marketing propaganda method and insufficient recharge of talent resources.In view of the above problems,combined with the related marketing theory,through the SWOT situation analysis method,the inherent advantages,disadvantages,external opportunities and threats of the Hubei guessing game lottery tickets are integrated.Advantages: the market base of fast growth period of the product is good,the coverage of the entity store is big,the management technology is upgraded,the network information and the brand activities are obviously effective;the disadvantage: the regional development is unbalanced,the new network is polarized,the marketing propaganda means is single,the speed of the human resources and the market development is not matched;the opportunity:sports industry politics Good policy,sports events line on the line of rapid development,the2018 World Cup is about to come;threat: high-end consumer groups are shunted by the lottery,the private lottery market space is big,the problem color people are increasingly prominent.According to the results of SWOT analysis,this study thinks that the combination of Hubei guessing game lottery ticket products,prices,channels and promotion elements should adapt to the development rule of its product growth period,take advantage of better market base and channel network,grasp the current good policy and the opportunity of sports development,and implement the growth strategy.Finally,the development countermeasures based on SO strategy are put forward: first,to establish market leadership strategy,enhance interactive marketing to stabilize the existing guessing type color people group,develop new target color people group,promote the game lottery game in an all-round way,produce market difference effect.Two,to speed up channel priority strategy,speed up innovation of network format and optimize canal.Road structure,improve the quality of network service;three is to improve the brand development strategy,grasp the core of the public welfare brand,broaden the brand publicity thinking,improve the image of the network;four is to strengthen the strategy of resource integration,strengthen the introduction and elimination,the collection of marketing talent resources,play the advantages of sports resources,and strengthen the integration of cross industry.