自1987年发行的第一张彩票起，时至今日，彩票行业已经发展了26年之久。现如今，每年国民都会投入上千亿元购买彩票。而这些从彩票销售集资来的资金，有很大一部分会用来发展体育事业与福利事业，为国家、为百姓提供可靠支持，解决实际困难，所谓“取之于民，而用之于民”。我们可以说，彩票已经逐渐融入到我们的日常生活中来。但是，自2012年起，彩票销量的涨幅同前几年突然有了明显的衰落，刚过去的2013年情况也并未有所改变。这让我们不禁感到担忧，这一艘巨轮正在遇到怎样的颠簸，该如何恢复正常航行。而相对于福利彩票而言，体育彩票的发展更是不尽如人意。不仅销量上与福利彩票相距甚远，同时，各彩票产品也无法与福利彩票的表现抗衡。因此，我们更是为它担忧，它该如何重整游戏产品市场，提高销量，拉近与福利彩票的距离，以求长期、稳定地繁荣发展。因此，我们展开一个全国典型省市的彩票游戏产品与市场的调研。针对彩票市场中现有的所有游戏类型对彩民进行一对一入户访问，实地了解彩民对所有彩票类型的认知和使用行为，了解彩民和非彩民针对彩票游戏的取舍理由与态度，特别是对体育彩票游戏产品在彩民心中的反响与他们心中理想的差距进行深度探知，实地从彩民角度出发，倾听他们对未来游戏产品的期望与建议。并通过走访不同的彩票专业人士与从业者，以及研究大量国内外彩票行业资料，以作为可靠的分析研究，为体育彩票的未来发展提供有力的策略与建议，为求为体育彩票的长期发展出一把力。

Since the first lottery was issued on 1987, China lottery industry has developed for 26 years now. Currently, lottery players contribute multi-billion RMBs every year on the lotteries. A quite part of the capital collected through the lottery sales is used to develop the sports and welfare caused activities, in order to provide with the reliable support for the nation and solve the actual difficulties for its people. That is what is called “What is taken from the people is used in the interests of the people”. Now we could say, that lottery has been gradually integrated into our daily lives. But, since of 2012, the increase of the lottery sales has had an obvious fall comparing to the years before, and the situation was not improved in the 2013 as well. It makes us wondering what this ship is going through right now, and how it could get back to normal. Furthermore, comparing to the Welfare Lottery, Sports Lottery develops even more against our expectations. Not only its sales are far from the Welfare Lottery’s, but its lottery games couldn’t compete against Welfare Lottery’s too, so it worries us even more. How does Sports Lottery reform on its lottery games and market, in order to increase its sales, and catch up with Welfare Lottery, for a sustainable prosperity and development?So, we carried out a cross-nation market research on the lottery games and market. The door-to-door market research will be implemented towards all existing lottery games in the market. The purpose is to understand the awareness and usage behaviors of the lottery players/non-players towards all of the current lottery games, to understand the reasons and attitude to play or not play lottery of the players/non-players. Especially, we will have a deeper exploration on what the players/non-players feel about Sports Lottery games, and what the expectation and suggestions will be. Meanwhile, the visit and interview on the lottery experts and practitioners, and study on the domestic and overseas lottery materials, are also the strong bases for us to do the detailed analysis. All of the analysis and studies will help us finally raise the strategies and suggestions for the Sports Lottery. We are fully eager to contribute our devotion for the development of Sports Lottery under the long-term prosperity.