Study On The Influence Factors Of Marketing Channel Innovation Risk

Recently, with the fiercer competitions and changes of market demands, a lot of firms have innovated the marketing channel in order to obtain competitive advantage and satisfy the customer demands better .But for many reasons, few of marketing channel innovations didn't act as what they had respected, which brought a big risk to the firms and even irreversible loss. Therefore, it is practical to study on the risk of marketing channel innovation.First, the thesis reviews and concludes the theories about marketing channel innovation, and then sums up three factors based on practical cases of enterprises of home and abroad, such as institutional environment, customer demands and channel behaviors. Secondly, we build a model, make assumptions, and then use the questionnaires to investigate Wuhan GOME Electrical Appliances and Wuhan Midea Company. According to the empirical examination results, political and legal environment, social and cultural environment and channel conflict have a positive effect on the risk of marketing channel innovation, while the customer demands and communication have a negative effect. Finally, we put forward a few marketing proposals on how to keep from risk of marketing channel innovation according to the results of the study.