An Empirical Study On The Risk Analysis Of The Marketing Channel

The marketing channel is the important passage that the enterprise combines with market and consumer and have great function to the management and development of the enterprise.Instability of external environment and complexity of marketing channel bring about huge risks to it. So a complete risk analysis system is urgently needed to analyze risks of marketing channel and minimize their damages to marketing channel and enterprises. As for actual risks encountered by domestic industries, this paper tries to work out a risk analysis system of marketing channel on the basis of china's basic national situation. The system can be used for reference of risk control activities of marketing channel. In this sense,marketing channel risk management is an important research issue and has a great significance for enterprises marketing practice.Based on the theories of marketing management and risk management to study the risk of marketing channel, and then classifies the marketing channel risk according to the origin of risk, on the basis of classification, paper analyzes the sources of it. On this base, it has put forward to a practical analysis system of marketing channel , which build up the evaluation indexes, and also synthesize usage analytic hierarchy process and multilevel fuzzy integrative evaluation method to carry on an evaluation to the marketing channel risk.By the questionnaire investigation, this paper investigated the risk situation of marketing channels of Gree corp and estimated the risk of marketing channels with the multilevel fuzzy integrative evaluation method .As the result, it was found that the risk of marketing channels of Gree corp was in the degree of medium and the source of risk of marketing channels was from the outside risk of channels. At last, this paper proposed the strategies of reduceing the outside and inside risk of the marketing channels.