Rui Lan Marketing Types Of Risk Avoidance Strategy Research

Risk is everywhere. Risk can not be eliminated but it can be controlled and managed. Marketing is one of the most important sectors of enterprise's successful operation. With changes on exterior environment, all the enterprise face greater Marketing risk. The objective of this paper is to discuss the strategy on how to control Marketing risks. The Marketing risk of Wi-comm Co. Ltd (hereinafter referred as Wi-comm) will be analyzed and then some suggestion on risk controlling and management will be presented in this paper.Types of Marketing risk of Wi-comm include: risk on price (high price and price change), product (new product and Marketing position), promotion (salesman), place (payment and vendor).In consideration of the types of Marketing risk and the real situation of Wi-comm, the author presents some strategy on Marketing risk controlling of Wi-comm. In order to make profit, Wi-comm must meet the needs of target customers and meanwhile control and manage the marketing risk. Considered the needs of target customers and the Marketing environment, Wi-comm should make new policy on price and product.The author finds most enterprises always put emphases on making profit and expanding its market, but neglect the marketing risk. Sometimes they lose all just because of a small risk. So all the enterprises must pay more attention on how to control and manage marketing risk.