Research On Marketing Channel Risk And Its Early-warning Management System

Marketing channel plays an important part in connecting enterprises and consumers, it is very important to enterprise's management and development. Nowadays, as enterprise's crucial resource, marketing channel's operation efficiency has a direct effect on enterprise's position in the competition. However, marketing channel's main body are so multiplex, complicate and dispersive that its controllability is inferior to "the product", "the price" and "the promotion". Therefore, enterprises face more risk when they make use of it. Nowadays, how to prevent and control marketing channel risk becomes extremely important and urgent.Under such premise, the author attempts to establish a set of marketing channels risk early-warning management system to prevent and control marketing channel risk.Firstly, this dissertation introduces the background, content, significance and innovation of this study. Secondly, this dissertation present research situation at home and abroad. It gives a brief introduction of marketing channel theory, risk management theory, economic early-warning theory and marketing channel risk early-warning management theory. Thirdly, this dissertation defines the concept of risk and marketing channel risk. Then, according to the clue of the channel localization, the design, operation and management, this dissertation classifies the marketing channel risk into four kinds: marketing channel locating risk, marketing channel designing risk, marketing channel operating risk and marketing channel managing risk. Fourthly, this dissertation briefly introduces the objective and basic approach of marketing channels risk early-warning management. Compared with other early-warning systems, the early-warning index system is more mature, so this dissertation decides to adopt this system to achieve the target of the marketing channel risk early-warning management. In this part, this dissertation describes how to establish the marketing channels risk early-warning management system. At the same time, this dissertation also puts forward early-warning countermeasures to deal with different ranks of marketing channel risk. In order to prevent and control marketing channel risk more effectively, this dissertation proposes some other tactics and strategies .In the end of this dissertation, the conclusion, insufficiency and the direction of further research of this study are put forward.