The Study Of Marketing Risk On Xinjiang Tianye Water-saving Production

Facing serious shortage of the water resources, the countries of the world to take a variety of water-saving measures and water-saving technologies to solve the water tension. China as one of the world's water shortage countries, has made great progress in the agricultural water-saving irrigation technology introduction, absorption, innovation, promotion and other aspects. Xinjiang Tianye Group as the largest agricultural water-saving irrigation equipment manufacturer,has successfully developed drip irrigation technology in the Xinjiang oasis and the mainland provinces (autonomous regions) in large scale applications, has made significant economic, ecological and social benefits, but there are also many risks in the promotion of the process about drip irrigation products.In this paper, Xinjiang Tianye saving products of marketing risk as a typical case to study, in the collection, reading literature on the basis, through Xinjiang Tianye Group and the national water-saving irrigation technology research center (Xinjiang) of field research, with the Marketing Risk Theory to do a detailed exposition of Tianye saving products in the promoted practice, with theory into practice, using marketing risk science, marketing, operations management, institutional economics, business management, regional economics and other disciplines related theories empirical study and analysis the marketing risk formation mechanism of Xinjiang Tianye water-saving products. The full text has six chapters, in reviewing domestic and international agricultural water-saving irrigation technology development, describing the trends of the agricultural water-saving irrigation technology, focusing on the marketing status of Xinjiang Tianye water-saving products, and analysis the existing problems. From the macro-environment, marketing strategy, market competition, organization and management of Xinjiang Tianye water-saving products to research the marketing risk.Empirical studies indicate Tianye water-saving products in the marketing promotion process, facing significant marketing risk in the macroeconomic environment, marketing strategy, market competition. Facing the marketing risk of Xinjiang Tianye water-saving products, this paper from the information asymmetry, the national industry policy and administrative barriers, productive technology and scale barriers to analysis the marketing risk formation mechanism of Tianye water-saving products,focsing analyzes the information asymmetry in the adverse selection and moral hazard, and market entry and exit model in the role of Tianye water-saving product marketing risk Formation Mechanism.Finally, for the Xinjiang Tianye water-saving product marketing venture formation mechanism, from the national and enterprise levels, Proposed the state should improve agriculture water-saving policies and regulations, enterprises should strengthen the technological innovations and changes in business strategy, Companies should step up publicity efforts and strengthen the Public Relations. To make Tianye water-saving products to serve the agricultural water-saving irrigation industry better.