Research On Index System Of Marketing Risks In Apparel Enterprises

For most apparel enterprises, their concepts of marketing risk are relatively weak. They don't have the systematic mechanism to estimate the marketing risks, and their marketing activities are always blindness and arbitrary. Their existing concepts of marketing risk are always limited to one aspect or a certain activity, without considering the marketing risks as a whole object.To comprehensively identify the marketing risks in apparel enterprises, this paper divides the marketing risk into macro-and micro-marketing risk according to the uncontrollable and controllable factors in marketing environment. Macro-marketing risk includes population risk, political and legal risk, economic risk, technological risk, social and cultural risk. Micro-marketing risk includes selling risk, operating risk, suppliers risk, channel risk, customer risk and competitive risk. Based on previous studies and expert advices, this paper ultimately determines the index system of marketing risks in apparel enterprises, which including 15 observing indicators of macro-marketing risk and 28 assessing indicators of micro-marketing risk, and determines the relative weights of these indicators by Analytic Hierarchy Process.The fifth part of this paper chooses 10 listed apparel enterprises including 5 menswear enterprises and 5 sportswear enterprises as research objects, evaluates the marketing risk situations of these enterprises by using the index system this paper built and analyses the causes of the marketing risks combining with their actual situations.