Theoretical Research On Risk Caused By Variable Market Demand

As social and economy vary fast, The Company must deal with lots of complicate risks, which affect its business. There are often a large number indefinite factor that stimulate some variation in market, lead to market environment that aggravate risk and disorder, result in the change on consumption demand. In order to survive company has to analysis sufficiently marketing demand, especially the change on marketing demand, and manage risk resulted by variable market demand. If they don't do that, risk management will result in terrific crisis in coming year.Making a comprehensive view of the history about marketing theory and practice, Every new theory originate people demand transform. With the material and culture improving, people are convinced of some variations happen in market.The thesis aims to further study market demand change because of finding this matter, the change is indefinite factor needed to adapt or transfer, and it is not stable and has not regular pattern. This is the major factor leading to marketing risk. Market change affect the success and failure of marketing activity, so deep considering market demand is very significance. Secondly, the thesis can expand marketing risk management theory. This whole process adopt some way, such as systems analysis, compare analysis and case. Basing circumstance factor and consumer behavior, and combining marketing theory and risk management theory, we build up initiatorily company risk on market demand change. The theory will be met with company demand and guide company business. This thesis compose of three section:The first part demonstrates all kinds of external factor and its transform that leading risk on market demand change.The second part studies the risk of consumer demand change. Introduce the origin and related characteristic of social consumption, then analysis current consumer characteristic change and their behavior change; in the end, preliminary build market demand risk.The third part analyzes and practices marketing risk management about demand change risk. According to the above, the thesis definite clearly marketing risk, analysis its cause and the decisive nature of market demand change. Finally provide some useful advice about marketing risk management.