Study On The Marketing Risk Management Of Seed Enterprises

China has been a big agricultural producing country since ancient times, and farming plays a decisive role in our country. Seeds are inseparable in the production and development of farming and seeds, as the source of agricultural production and development, are the basic and irreplaceable means of agricultural production. Seeds products have many features, for example, the different stages of production and marketing, the long product development cycle, the large inputs, the unequal price elasticity of product supply and demand, the complex product quality indicators and so on. That means seeds companies are facing greater operational risks, so risks management is an important issue which they must concern. And marketing risk management is an important part of risks management, so studying the marketing risk management of seed industry and exploring the strategies and methods of controlling the marketing risk have a strong theoretical guidance and practical value to the healthy development of Chinese seeds companies.By the knowledge of marketing risk management theories, competition theories and risks theories, with the methods of the integration of standard analysis and empirical research, the article give s a foresight and systemic study to the marketing risk management, according to the Technical route of the identification, the evaluation and the control of the marketing risk.(1)The related theories about marketing risks management of the seeds enterprise is the basic of the research, which firstly introduces the present situation of the study marketing risks management of the seeds enterprise both at home and abroad. Then give a brief review of it systemically, and discusses the concepts, the features and the processes of the management of it respectively.(2)The evaluation of the marketing risks in the seed industry of the starting point of the research. The paper studies the enterprise marketing risk caused by seeds, and introduces the reasons of seed enterprise marketing risk assessment from four aspects: market selection risk, marketing strategies risk, competing risk and organizational management risk, in the way of using cause-and-effect diagrams and complementary cases. This part also lads a good foundation for evaluating and controlling of the marketing risks.(3) The evaluation of the marketing risks in the seed industry is the core of the paper. The paper introduces the process of evaluating enterprise marketing risks in detail: identify the evaluation purpose, analyze risk environmental and collect evaluation data, establish, seed enterprise risk evaluation system, and appraisal model, draw the appraisal conclusion. This paper proposed fuzzy comprehensive evaluation model which is about the seeds of enterprise marketing risk assessment method, and take the seeds industry of Denghai as an example and draw the comprehensive evaluation conclusion of the seeds marketing risk of the enterprise.(4)The control of the marketing risks of seeds enterprise is the stay-dot of this paper. By the knowledge of the theories of marketing risks management, combining with the management principles of modern enterprise, rest on the situation of the seeds enterprise in our country, the paper proposes the solutions for the marketing risks management from four aspects: market selection risk, marketing strategies risk, competing risk and organizational management risk. The solutions includes strengthening the ability of innovating, improving the ability of core competency, promoting conservation of the plant variety right, establishing the well-developed marketing service system, researching and establishing the new mode of net marketing of seeds, restoring the brand, setting up the modern marketing principles, establishing the mechanism of marketing risks management and the other specially and operational measures.The innovative points of this paper: (1) On the basis of predecessors'research results, make use of the diagram between the causes and results and adding some cases, the author divide the marketing risk into four parts (including marketing selecting, marketing strategy, marketing competition and organization management), study and analyze profoundly the affecting factors of the marketing risks of seeds enterprises. (2) The paper is well organized by the diagram of the marketing-risk structure, It sets up the index system of the marketing risk which is tested and validated by actual examples, then draws the conclusion of general assessment of marketing risks of seeds enterprises. (3) make use of the theories of marketing risk management , combine modern enterprise management concepts with the status of seed industry, based on the analysis above, the author proposes targeted suggestions, including strengthening capacity for scientific, improving capacity for core competitiveness; increasing the protection of plant variety rights; establishing a perfect marketing service system; attaching importance to brand- building; and establishing modern marketing concepts and building targeted and operational measures ,according to the management mechanism of the marketing risk.