Research On The Optimization Of Sales Channel Strategy Of Sports Lottery

In the face of fierce market competition,sales channels are increasingly becoming a strategic resource to determine whether an enterprise can operate healthily and sustainably.Along with the development of the economy and the improvement of people’s living standards,consumers have put forward higher requirements for purchasing channels,such as the demand for convenience,service quality and purchasing atmosphere.In the face of new market demand,enterprises need to adjust their channel strategies to meet market demand in a timely manner.As one of the two main business entities of China’s lottery industry,after nearly30 years of continuous development,the number of sports lottery channels has experienced rapid growth,and channel management processes and channel development strategies have been initially formed.This paper applies channel management theory and composes domestic and foreign literature through literature research method.It also investigates lottery buyers,different types of agents and lottery institution staff through questionnaire and interview methods,and finds that there are problems in Chinese sports lottery such as gap between existing channel lottery purchasing experience and consumer demand,Insufficient convenience of sales channels,slowing down of channel expansion growth,and conflicts between different channels.The reasons are analyzed from several aspects,such as the importance of ideology,lottery channel team building,channel management process,and channel management technology tools.In response to the existing problems in the channel strategy of China Sports Lottery,this paper proposes measures such as clarifying the overall development strategy of sports lottery channels,optimizing channel selection and configuration,optimizing channel management systems and processes,and optimizing channel performance evaluation.Through this research,the aim is to provide a reference for the optimization of channel strategy for China Sports Lottery,to solve the practical problems faced by the development of sports lottery channels,and to ensure the scientific and efficient development of channels.