On The Risk Management And Control Of Marketing Channel

Marketing channel bears great significance to operation and development of enterprises. Instability of external environment and complexity of marketing channel bring about huge risks to it. On the other hand, there are not complete relevant studies of marketing channel risks in the domestic theories and industries circle. So a complete risk control system is urgently needed to control 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 control system of marketing channel on the basis of china's basic national situation. It also establish concerning risk warning system through quantitative analysis. These two systems can be used for reference of risk control activities of marketing channel.The Main Contents of the ThesisThe first part is introduction. It mainly introduces the meaning of risk control research of marketing channel and research method.The second part is about present research situation at home and abroad. It gives a brief introduction of marketing channel, risk theory and research fruits of marketing channel. It also discusses basic concepts, types and characteristics and makes a comparative analysis of relevant definitions.The third part is about marketing channel risk's definition, features and causes. It focuses on analysis of types and internal reasons of risks.The fourth part is a key part of this paper. That is about risk control model. It elaborates on objectives, methods of risk aversion and processes of marketing channel risk control. The priority of this part is process of risk control, which can be divided into risk recognition, risk measurement, risk control and evaluation of control.The fifth part is about risk early warning system. It includes setup and evaluation of target system, monitoring and report of marketing...