| Instant lottery is different from other varieties of lottery,is a more interesting strong color,characteristics are obvious: scene scraping,scene winning,spot lottery,but also has a certain knowledge and collection,is a kind of play.Instant lottery ticket refers to a specific lottery design rules,in advance of the set bonus,prize level,and winning rules,printed on the paper media,and with a special security coating to cover,scratch open to know whether to win a lottery.With China’s economic development and social progress,the development of lottery industry has also advanced by leaps and bounds,but the instant sports lottery after a period of rapid development,began to decline around 2012,occasionally years showed positive year-on-year growth,but the development momentum is not satisfactory.There is no doubt that the limited development is a market cause,but it is an indisputable fact that lottery distribution agencies and lottery distributors lack strong marketing awareness,marketing skills and lack of innovative marketing strategies.In 2012,Jinan sold 240 million sports lottery,accounting for 15.2% of the total sales of sports lottery,creating a record high.However,the sales declined and achieved positive growth until 2017,and the growth was maintained for three years.In 2020,affected by the epidemic,the sales of instant sports lottery in the city reached 216 million yuan,down6.85% year on year,and for the first time in three years,which only accounted for 8.5% of the total sales of sports lottery.The development of Jinan instant sports lottery has been up and down in recent years,and its sales have not recovered to the level of 2012,but its proportion has decreased by 6.7 percentage points.How to solve the problem of the declining sales of instant sports lottery and the low proportion of play,enhance the confidence of sports lottery sales,and then promote the steady development of sports lottery is the problem faced by Jinan instant sports lottery.This paper focuses on Jinan instant sports lottery,Using marketing-related theories,Using the methods of literature research and investigation and research,Through the analysis of the marketing situation of instant sports lottery in Jinan,Discover the deficiencies and problems in marketing strategies,Using the 4C marketing theory widely used in the marketing community,To analyze the current situation of instant sports lottery in Jinan city,And then targeted to find out the appropriate marketing strategies,Plan a practical marketing portfolio strategy,So as to increase the proportion and amount of instant sports lottery sales,Improve the income of relevant stakeholders（lottery buyers,agents,society）,Help Jinan city sports lottery healthy and steady development,It can also provide a reference for the marketing strategies of other lottery varieties. |
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