The Research On Marketing Risks Management System Of Chinese Furniture Enterprises

With almost 30 years' reformation and opening to abroad, the furniture industry has increased quickly in China. However, with the development of market economy and china joined in WTO, the management environment of local furniture enterprises is taking place unprecedented. The market economy's level increases continuously, which brings many opportunities to furniture enterprises, it also makes them face serious challenges for development. The market environment is complicated and changeable, because of subjective and objective reasons, which cause risks exist in each link of the marketing management. Marketing management quality affects the whole furniture enterprise's valid management. At present, lacking of risk awareness and neglecting marketing risks management are problems in Chinese furniture enterprises, which may make enterprises suffer great losses, therefore, the research for furniture enterprises marketing risks management system has important realistic meaning.First, this text analyzed the realistic background of furniture enterprises in China, put forward the furniture enterprises marketing risk management and elaborated its value and meaning. Overviewed the domestic and international marketing risk related theories research, elaborated theories foundation of furniture enterprises marketing risks management system:marketing theory, risk management theory and marketing risk early warning management theory.Second, this text studied the marketing risks one by one that mainly existed the furniture enterprises at present:marketing personnel risk, furniture product risk, customer risk, marketing organization risk and market environment risk,and analyzed the reasons of furniture enterprise's marketing risk.Third, in the foundation of building up the furniture enterprises marketing risks evaluation indexes system, it also established the multilevel fuzzy integrative evaluation model to quantify the market risks from the angle of qualitative and quantitative combination. The marketing risks management system that expects to be helpful to the furniture enterprises management and providing the new more valid methods, it analyzed what specific remedial measures should be adopted when furniture enterprises are in every risks circumstance, and put forward the furniture enterprises' strategies to marketing risks.Last, according to an analysis of case, this text analyzed risks of furniture enterprises marketing management process, to evaluate the possible various risks of furniture enterprises marketing by marketing risks evalution indexes system, and put forward strategies to this furniture enterprise's marketing risks basis the evaluation result.This text try to inquiry into the method that a kind of establishing furniture enterprises marketing risks management system, and identify various marketing risks of furniture enterprises marketing and report to the risks in advance, look for the best solution. The object is to ease the marketing risk of furniture enterprises in China, make furniture enterprises safe.