The Research Of Marketing Risk For Yao Hua Glass Group Corporation

Using modern theory of marketing and marketing risk research related theory, combining the analysis on Yaohua Glass Group Corporation's specific conditions, this article deeply researches on every aspect of the risk of marketing and analyses component of Yaohua Glass Group Corporation's marketing risks, stipulates measures of control and prevention and provides optimized plan for marketing combination strategy and assumption for monitoring of marketing risk and alarming.Centering on analysis of glass marketing risks and establishing whole structures, this article firstly researches on the characters of glass industry and current situation of glass industry of both China and world as well as development trend and then analyses marketing environment of Yaohua Glass Group Corporation; applying for PEST method of marketing theory and Polter Five-Power Model, basing on which and applying for the risk theory, identifies and researches on Yaohua Glass Group Corporation market risks. Lastly synthetically applying market segmentation etc. as well as the method of combining quality orientation and quantity orientation, profoundly researches on how to control and prevent as well as monitor and alarm for Yaohua Glass Group Corporation. Finally the dissertation provides concrete measures for the reform, improvement and establishing a sound marketing risk responsibility regulation.