Marketing Strategy Analysis Of China Sports Lottery Operation Management Co.,Ltd.

China's lottery issuance and marketing work has been dominated by the government,lottery marketing theory and practical experience is not much,the communication between industries is not much,marketing model needs to be broken,marketing performance has great room for improvement and potential.When the Sports Lottery Center of the State Sports Administration launched the guessing lottery in 2009,it set up the Chinese Sports Lottery Operating Management Co.,Ltd.(the Chinese Sports Lottery Company in this paper),which is responsible for the management and control of the direct marketing promotion of the guessing sports lottery.The author has been in the Chinese sports lottery company for three years,and is deeply aware of the lack of modern marketing theory to guide the marketing of the Chinese sports lottery company guessing sports lottery.Therefore,the author tries to use marketing theory to optimize the marketing situation and existing problems of Chinese sports lottery company.In this paper,the existing operation of Beijing Chinese Sports Color Company,competitive sports color products and marketing model were combed,and high-level,front-line entity business outlet sales staff were interviewed on the spot.Representatives of nine provinces and regions throughout the country entity outlet consumers issued paper questionnaires,obtained Hand information and data.Then the interview and questionnaire results are summarized to analyze the problems existing in the marketing of lottery companies.Combined with the analysis results of internal and external marketing environment of China Sports Lottery Company and the marketing STP theory,4P theory,network marketing,relationship marketing theory,finally put forward some marketing strategy optimization suggestions.The main contents of the thesis can be divided into four parts: the first is the summary of relevant theories.It includes the concept,type and characteristics of competitive guess.Commonly used theory of product marketing strategy,including STP theory,4P theory,service marketing,differential marketing,network marketing and other theories;Second,the Chinese sports lottery company guessing sports lottery marketing status.Including the general situation of Beijing Sports Lottery Company,the existing marketing model and existing problems;Third,the internal and external environment analysis of the marketing work of China Sports Lottery Company,including external opportunities and threats,internal strengths and weaknesses.Fourthly,the marketing target market of the color company is divided,selected and determined,and some marketing strategies and safeguards are put forward by using 4P theory.