PEST is employed to analyze the domestic policy, economic, social and technological environment confronting the trial issue of Horse Racing Lottery Tickets. On such basis, SWOT is utilized to dissect the strengths and weaknesses of the trial issue and the opportunities and challenges it is faced with after China overturns the ban of Horse Racing Lottery Tickets. The research shows that the economic and social progress brought about by the country's further deepening of reform and opening up ripens the domestic environmental conditions that Hainan demands for the trial issue of Horse Racing Lottery Tickets. With the ban lifted, Hainan's trial issue will enjoy more advantages than disadvantages and encounter both opportunities and challenges, so active development strategies are highly supposed to be adopted. It is advised that China provide legislative support, recognizes the legitimacy of modern horse racing and consider comprehensively when selecting a pilot zone. Meanwhile, on an international level, Hainan itself, while piggybacking on the state-backed building of a free trade zone and free trade port with Chinese characteristics, should steadily develop horse racing at the start and actively explore the issue of Horse Racing Lottery Tickets within a just and legal framework when the conditions become mature.%运用PEST方法分析海南省试点发行马彩国内所面临的政策、经济、社会、技术环境, 并以此为基础采用SWOT方法分析在我国解禁马彩后海南省试点发行的优劣势、机遇与挑战.研究认为:随着国家进一步深化改革开放所带来的经济和社会的进步, 海南省试点发行马彩所需的国内环境条件正逐渐成熟;在国家解禁后, 海南省试点发行的优势大于劣势、机遇与挑战并存, 以采取积极的开拓型战略为宜.建议:国家予以立法支持, 承认现代赛马的合法性, 在选择试点时综合全方位因素进行考虑;海南站在国际高度上, 应以建设自贸区和中国特色自贸港为契机, 从稳步发展赛马运动为始, 条件成熟后在合理合法框架下积极探索发行马彩.
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