The Channel Strategy and Development of the Taiwan Public Welfare Lottery

• Main Authors: Su, Shan-Cherng (Samson Su), 蘇山城
• Other Authors: Hwang, Ing-Shan
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/93208757058948160143

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 95 === From other countries’ experience, the channels of lottery consist of government, issuing institute, retailers, and auditing department. In Taiwan, the establishment of lottery retailers should follow the Public Welfare Lottery Issuance Act, and the qualification of retailers is restricted to the disadvantaged groups which specifically apply to the mentally retarded and physically handicapped, aboriginal, and single parent family with low income. Obviously, the Taiwan lottery’s situation is quite different from other countries’. We study the relevant channel literatures to find the critical dimensions of channel climate, channel structure, and channel power, combined with buyer-seller relationship and the characteristics of retailer. Through the on-site interviews and literature reviews of foreign lottery channels, we suggest the lottery retailer be four kinds of channels: image stores, distribution stores, stores in store, and self-reliant stores. Furthermore, we take the characteristics and theories of Fast Moving Consumer Goods (FMCG) into consideration, and compare the lottery channels with retailing industry to come out with the successful marketing systems, and finally set up the channel strategy in the end. Finally, we conclude eight types of business region to fit the channels mentioned above: the department store type, the community type, the office type, the traffic station type, the entertainment type, the college type, the night-market type, and the business region type.