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Research On Marketing Channel Risk Management

Posted on:2004-06-29Degree:MasterType:Thesis
Country:ChinaCandidate:X Q PengFull Text:PDF
GTID:2156360122960133Subject:Business management
Abstract/Summary:PDF Full Text Request
The marketing channel is the important factor of enterprise marketing. On the one hand, many large-scale translational corporations and strengthened enterprises will arrive in China to capture market after China has joined the WTO, their arrival will make some internal enterprises of some industries occur the great revolution. On the other hand, as far as most China enterprises, this marketing essential factor, marketing channel, which has possessed the close contract with the mainland, is apparent value owing to the homogeneity trend of the internal product, the technology, quality and cost superiority of abroad product. While marketing channel is affected by market environment greatly, so it easily occurs change. If the enterprise can not follow the tracks of marketing channel to avoid risk, it will be in the unfavorable position in the competition.Under such premise, in the first chapter, this thesis firstly expounds some concepts related to marketing channel risk management research; clears and defines several easily obscured problems; points out the important meaning of this research; expounds the concept of marketing channel risk and research object, Chinese market research background; puts forward theory basis, method system of marketing channel risk management research; Clears away the obstacles of the following parts.At the beginning of the second chapter, the author presents objective manifestations of marketing channel risk in Chinese market, and classify the marketing channel risk according to the main clue of designs, constructions, operations and management. On the basis of classification, paper analyzes the source of it, and then causes the third chapter.In the third chapter, paper considers marketing channel as a system, introduces respectively activity based cost thoughts, body and extenicls theory, priority degree model of engineering management; Puts from virtual and horizontal aspects; Presents activity risk to solve virtual problem of marketing channel system, namely how to discern risk and warn risk; Sets up marketing channel risk priority degree model to solve the horizontal problems. Which means how to compare several channels' risk, remove the big risk one and qualify the marketing channel system?Finally, in the forth chapter, paper draws conclusions according the thoughts., methods above: In the open and not perfect China market, Enterprises and government must do their best to perfect the avoiding marketing channel risk system. As the enterprises in the modern buying market, we must strengthen marketing risk warning system, and optimize the marketing channel risk management system. But the government should provide a fair competition environment that has the law basis for each industry and commerce enterprise.
Keywords/Search Tags:Marketing Channel, Risk Of Marketing Channel, Risk Activity, Risk Priority Degree
PDF Full Text Request
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