A Theoretical And Empiric Research On Risk Management Of Marketing Channels

With the economic globalization advancement as well as the competition turning fierce, it is a key aspect to an enterprise's survivorship that promote effectively its own core competitive capability to acclimate the competition environment which is more and more violent. The enterprise's core competence is manifested not only in the specific technology and the know-how, but also in the effective cultivation, the development and the management of the marketing channel. Especially as now, the competition among enterprises is no longer that of one-to-one, but in a kind of network competition situation, the channel management then becomes the enterprise's lifeline. One of the ways to assure an enterprise a sustainable development is to keep the marketing channel healthy and effective.Since the economic and social development of our nation is experiencing its reforming period, and the uncertaint factors of environment facing by enterprises' management is increasing, marketing risks in enterprises more easily occurs accordingly. Thus, the key to enterprises' successful marketing is the effective marketing channel risk management. However, as an exterior strategic resource of enterprises' marketing, the marketing channel has its characteristics of exterior nature and complexity, the marketing channel risks will be more difficulty. In this sense, the theory of marketing channel risk management is an important research issue and has a great significance for enterprises marketing practice.This dissertation, based on the fact, carries on the discussion of the theory of the marketing channel risk management. Its main work is as following:(1) It analyzes the marketing channel risk management's rationale. According to the analysis of the marketing channel management theory, added to enterprise risk and the marketing risk research, it discusses the concept, characteristics, types and influence factors of marketing channel risk. Meanwhile, it uses the life cycle theory to divide the marketing channel life cycle, and compare the influence of risk factors in different life stages; it employs the systems theory to analyze the complexity and the vulnerability of marketing channel system and to discriminate the relation between the vulnerability of the marketing channel and the channel efficiency; it analyzes each kind of risk chain in the marketing channel, and discusses the channel risk transmission principle using the Markov model. (2) It further discusses the concept, types, and reasons and transmission principle of the loss risk of customers, the credit risk, and the logistics risk.(3) It establishes the early-warning management system of marketing channel risk. From the system angle, it analyzes the early-warning management theory of the marketing channel risk and the fundamental principles, outlines functions of each part of the system and the movement flow, and establishes the appraisal system of the marketing channel risk index.(4) It proposes prevention system of the marketing channel risk. Take the thought of the marketing channel risk prevention as a basis, it discusses the ways of prevention of the marketing channel risk, and it proposes the measures of the marketing channel risk prevention which bases on the early-warning management, expecting to lay the safeguard foundation to the smooth revolution of the enterprise marketing channel.(5) It conducts the real diagnosis research to the risk of the marketing channel. Using survey and expert lectures, and according to the practical investigation to the enterprises, it carries out a statistical analysis of the investigation result, and supplies supplemental explanation and verification of the theory in this article.The rationale of this article is the theories of marketing management, risk management, early-warning management, and the game theory and the system theory. The dissertation uses both qualitative and quantitative, and the combination of theory and empirical methods, takes advantage of the modeling tools such as AHP, Markov chain model, the differential equation model, the system dynamics model, the network topology, the game theory model and the neural network model to draw quantitative analysis.Seeing that the marketing environment is complex and dynamic, there are still some issues left to be investigated in the future of this study.