Risk Management Of Marketing

With China's entrance to WTO, marketing activities are getting more important to China's companies. With the globalization and the netting of marketing and market competition, China's companies are facing more complex and variable risk factors. The marketing risk for China's companies is much more than that of their main rivals in global market. While few china's Companies implement risk management. It is very significant to research and implement marketing risk management for Chinese company's healthy, continuous development.The taxation of China's tobacco industry has been the top in all industries for the past 14 years. It is over 10% of the state revenue. Tobacco taxation is vital for local finance in many areas. The western tobacco companies have been longing for this super market (over 30% of the world)for a long time. And now the chance appears with China's entrance to WTO. The schedule for market open has been worked our. But china's tobacco companies still don't step out of the planned economy or local protection. Though in the near future china's tobacco companies have to face a very serious risk for surviving, none of them has implemented risk management.Wuhan cigarette factory is facing an even complex environment in both internal and external. Hubei has the most cigarette factories in china, its brands are not famous, its sales are very low out of the province, the Yun cigarette and the Xiang cigarette are more competitive, the tobacco resources are limited, etc. all these are threatening the surviving of Wuhan cigarette factory. So it is very significant and urgent to explore marketing risk management for both Wuhan cigarette factory and the whole tobacco industry.Study on marketing risk and management, it illuminates the significance and urgency of adopting marketing risk management in China from the basic theories of marketing, risk management, information economics, technology innovation and so on. It makes researches both on the definition, elements, kinds, sorts, work theory of marketing risk and on the definition, contents, preconditions of marketing risk management. It tries to set up a method system of marketing risk management and some basic principles by analyzing all the probable risks and precaution measures encountering in practicing marketing; It gives an emphasized discuss on wuhan cigarette factory and suggest it to implement risk management.