The Marketing Strategies Of Sports Lottery

• Main Authors: CHOU, HSI-YANG, 周錫洋
• Other Authors: GOO, YEONG-JIA
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/82758127143915151699

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 94 === This study is to find out what are the public’s concerns for the sport lottery; the public’s consumption behaviors for the sport lottery；their experiences of purchasing related lottery based on population statistic variances, and discuss significant differences on the focus items from the interviewed public. We will also provide some suggestions to the sport lottery issue organization for their future marketing strategies. The contents of the questionnaire for this study include four main parts, that is, the purchasing experiences of related lottery, the focus items of sport lottery, consumption behaviors and basic information. After analyzing results with the distribution analysis, description statistic analysis and variance analysis, we conclude our findings as follows : 1. For product development: 「Play Method」and 「Claim Method」should be designed simple and easy to be understood. The target of play should first consider 「Baseball」、「F1」、「Basketball」、「Bicycle」and 「Football」. The frequency of draw can consider 「Once a week」or 「Twice a week」. 2. For pricing: The first priority price range is 「NT$ 11-50」. 3. For sales channels: In addition to dedicated sport lottery shops, the convenient store is also a good sales channel to be considered. 4. For promotion：the material of promotion should cover, in spite of the winning prize (including the accumulated jack-pot), the play methods and the games of sport lottery. 5. For personnel: There should be a long-term periodical training program for distributors to enhance their service quality. The distributors should be equipped with professional knowledge of the sport games and play methods in order to provide necessary explanation to consumers. 6. For the business environment: The location, signs, CIS of distributors should be well planned and organized. 7. For the governmental policy: The government should promote the public welfare characteristics of sport lottery and the use of revenue collected from it.