彩券業是一個有趣的產業，台灣人本身賭性堅強，政府合法化的經營，各家彩券行如雨後春筍般的開店。本文利用SWOT及五力分析針對彩券行經營與發展進行研究，並以個案研究方式深度訪談彩券行經營者之經驗，作為研究分析之依據。
研究發現彩券業的優勢如：地理位置佳、硬體設備充足等；劣勢如：媒體負面新聞的影響、員工流動率高等；機會如：總經銷銀行舉辦活動促銷、藉由新聞媒體傳遞公益正面形象等；威脅如：經銷商密度高、地下彩券的存在等。此外，彩券行的現有競爭者如：他店的存在瓜分市場等；潛在競爭者如：借用他人經銷證開店分食市場等；替代品如：地下彩券產業的競爭等；客戶如：提高顧客服務的額外附加價值等；供應商如：總經銷銀行的重要政策、決策等。
The lottery industry is an interesting industry. The Taiwanese themselves are strong in gambling and the government is legalized to operate. Lottery coupons are springing up. This paper uses SWOT and Five Forces Analysis to conduct research on the operation and development of lottery banks, and conducts in-depth interviews with the experience of lottery dealers based on case studies as the basis for research and analysis.
The study found that the advantages of the lottery industry are: good geographical location, sufficient hardware and equipment, etc.; disadvantages such as: the impact of media negative news, high turnover of employees; opportunities such as: the general distribution bank organizes event promotions, and positive news is conveyed through the news media. Etc.; threats such as: high dealer density, presence of underground lottery tickets, etc. In addition, the existing competitors of the lottery bank such as: the existence of his shop to divide up the market; potential competitors such as: borrowing other people's sales permit to open stores to divide the food market; alternatives such as: competition in the underground lottery industry, etc.; customers such as: improving customer service The additional value added, etc.; suppliers such as: the general distribution of the bank's important policies, decisions, etc.
