1. Introduction

Lottery is a kind of lottery sales activity that determines the winner through public lottery. It is a special commodity with entertainment, public welfare and fund-raising functions. The lottery industry is a comprehensive industry involving multiple fields and levels. There are not only government-led welfare lottery and sports lottery, but also privately operated lottery platforms and channels, as well as related industrial chain links such as technology, services, and supervision. The lottery industry not only provides the government with fiscal revenue and social welfare funds, but also provides consumers with entertainment and dreams, and also brings business opportunities and profits to enterprises and investors.

According to statistics from the Ministry of Finance, in 2020, due to the impact of the new coronary pneumonia epidemic, the total sales of lottery tickets nationwide was 333.95 billion billion yuan, down 20.9 percent year-on-year. In 2021, with the gradual control of the epidemic, the national lottery market has picked up, with national lottery sales of 373.285 billion yuan in January-November, up 11.8 percent year-on-year. Globally, according to the World Lottery Association, in 2019, the global lottery market had sales of 804.847 billion billion yuan, up 4.4 percent year-on-year. The global lottery market is expected to reach $1000.697 billion billion by 2028, with an average annual growth rate of 2.8 percent.

It can be seen that the lottery industry is an industry with huge market potential and social benefits, but it also faces many risks and challenges, such as market saturation, fierce competition, changeable consumer demand, changes in regulatory policies, and insufficient technological innovation. In order to better understand the current situation, trends, needs, competition and opportunities of the lottery market, effective market research is essential. Market research refers to the process of providing basis and advice for market decision-making by collecting, collating, analyzing and interpreting market-related information. Market research can help various entities in the lottery industry, such as government departments, lottery agencies, lottery platforms, lottery technology providers, lottery service providers, etc., to better understand market demand and supply, optimize products and services, and formulate reasonable strategies and Strategies to improve market competitiveness and profitability, and promote the healthy and sustainable development of the industry.

Taking Shangpu Consulting Company as an example, this paper introduces the methods and steps of market research in the lottery industry, including determining the purpose of research, designing research plans, selecting research objects, collecting and analyzing data, and writing research reports. This paper also combines the market research services provided by Shangpu Consulting Company for some lottery customers, and shows the specific contents and results of the research, in order to provide reference and reference for the development of the lottery industry.

Methods and Steps of Market Research in 2. Lottery Industry

Market research in the lottery industry is a systematic project, which needs to follow certain methods and steps to ensure the effectiveness and scientificity of the research. Generally speaking, the methods and steps of market research in the lottery industry include the following aspects:

(I) Determination of Research Purpose

The purpose of the survey refers to the main objectives and expected results of the survey, is the starting point and destination of the survey, and is the basis for guiding the design of the survey plan, data collection and analysis, and report writing. To determine the purpose of the survey, the following questions need to be clarified:

1. What is the subject of the research? That is, the specific areas or issues of the lottery industry to be studied, such as the size, structure, characteristics, trends, opportunities, risks, etc. of the lottery market.

2. Who is the object of the research? That is, the main participants in the lottery market to be studied, such as lottery consumers, lottery agencies, lottery platforms, lottery technology providers, lottery service providers, etc.

3. What is the scope of the research? That is, the spatial and temporal dimensions of the lottery market to be studied, such as the region, type, scale, and time period of the lottery market.

4. What is the goal of the research? That is, the information to be obtained through the research andConclusion, such as the demand and supply of the lottery market, competition and cooperation, advantages and disadvantages, problems and countermeasures.

5. What is the purpose of the research? That is, to use the research results to make market decisions, such as the development, improvement, promotion, pricing, distribution, etc. of lottery products and services.

The principle of determining the purpose of research is to be specific, clear, feasible and valuable. Specifically, it refers to the specific areas or problems of the lottery industry, rather than general; it refers to the clear expression of the subject, object, scope, objectives and purpose of the research, rather than ambiguity; feasibility refers to the consideration of the time, cost, resources, methods and other factors of the research, rather than unrealistic; value refers to the interests of the demand and provider of the research, rather than irrelevant.

Take Shangpu Consulting Company as an example. The company is a consulting agency specializing in market research in the lottery industry, providing professional market research services for government departments, lottery agencies, lottery platforms, lottery technology providers, and lottery service providers. When determining the purpose of the research, the company will conduct detailed communication and analysis according to the needs of customers and their own capabilities, and clarify the theme, object, scope, goal, purpose, etc. of the research. For example, the company has provided a lottery platform with the following research purposes:

-The theme of the survey is: user portrait and user experience analysis of lottery platform

-The object of the survey is: registered users and potential users of the lottery platform.

-The scope of the survey is: lottery platform users nationwide, including different geographical, age, gender, income, education, occupation, interest and other dimensions

-The objectives of the survey are: to understand the basic information of lottery platform users, lottery consumption behavior, lottery consumption motivation, lottery consumption satisfaction, lottery consumption needs and expectations, etc.

-The purpose of the research is to provide user portraits and user experience evaluation and optimization suggestions for the lottery platform, to help the lottery platform improve user loyalty and retention rate, increase user activity and conversion rate, expand the scale and share of users, and enhance the value and contribution of users.

(II) Design Research Scheme

The research plan refers to the specific implementation plan of the research, is the guiding document of the research, and is an important guarantee to ensure the quality and efficiency of the research. The following aspects need to be considered in designing the research plan:

1. What is the research method? That is, the techniques and tools to be used to collect and analyze data, such as questionnaires, interviews, observational studies, experimental studies, literature studies, case studies, data mining, data analysis, etc. The methods of research can be divided into quantitative and qualitative methods, with quantitative methods focusing on the collection and analysis of quantifiable data and qualitative methods focusing on the collection and analysis of non-quantitative data. Generally speaking, the method of research should be selected and combined according to the purpose, object, scope, goal, purpose and other factors of the research to achieve the best effect.

2. What is the content of the research? That is, the information and data related to the research topic to be collected and analyzed, such as the basic situation of the lottery market, the characteristics of lottery consumers, the characteristics of lottery products and services, the competitive landscape of the lottery market, the development trend of the lottery market, the opportunities and threats of the lottery market, etc. The content of the research should have the characteristics of pertinence, integrity, reliability, and effectiveness, which can reflect the essence and law of the research topic, and can support the goal and purpose of the research.

3. What are the steps of the research? That is, in what order and time arrangement should be followed for all aspects of the research, such as the preparation, implementation, monitoring and summary of the research. The steps of research should have the characteristics of logic, consistency and flexibility, which can ensure the smoothness and efficiency of the research process, and can find and solve the problems and difficulties in the research in time.

4. What are the resources of research? That is, the human, material, financial, information and other resources to be invested in research, such as research team, equipment, funds, channels, data sources, etc. The resources of the research should have the characteristics of adequacy, rationality and optimization, which can meet the needs and standards of the research and improve the quality and efficiency of the research.

Take Shangpu Consulting Company as an example. When designing the research plan, the company will make detailed planning and arrangements according to the research purpose and customer requirements, and formulate the research methods, contents, steps, resources, etc. For example, the company's research program for a lottery platform is as follows:

-The method of research is: a combination of quantitative and qualitative methods, including questionnaires, interviews, data mining, data analysis, etc. The questionnaire survey is to collect data such as basic information, lottery consumption behavior, lottery consumption motivation, lottery consumption satisfaction, lottery consumption demand and expectation by sending online or offline questionnaires to registered users and potential users of the lottery platform. The interview is to understand the operation status, technical level, service quality, cooperation mode and other information of the lottery platform through in-depth dialogue with the managers, technicians, service personnel and partners of the lottery platform. Data mining is to collect and sort out the behavior data, transaction data, feedback data and other data of lottery platform users from lottery platform websites, APP, social media and other channels by using big data, artificial intelligence, cloud computing and other technologies. Data analysis is the use of statistical analysis, text analysis, graphical analysis, model analysis and other methods, the collected data cleaning, integration, classification, calculation, interpretation, display and other processing, to obtain valuable information and.Conclusion。

-The content of the research is: mainly includes the following aspects:

Basic information of lottery platform users, such as the number, distribution, age, gender, income, education, occupation, and interests of users;

Lottery consumption behavior of lottery platform users, such as the user's lottery consumption frequency, amount, time, place, method, type, channel, etc;

Lottery consumption motivation of lottery platform users, such as psychological, emotional, social and cultural factors of lottery consumption;

The lottery consumption satisfaction of lottery platform users, such as the user's evaluation and feelings on the products, services, technology, safety, reputation and other aspects of the lottery platform;

Lottery consumption needs and expectations of lottery platform users, such as users' needs and expectations for improvement, innovation, discounts, and activities of the lottery platform.