Discussion Of Risk Management Perspective Based On The Manufacturers Of Consumer Goods Distribution Channels

Marketing of consumer goods is based on the channel as the king,The channel as external resources of consumer goods manufacturers is faced with many risks of uncertainness. Manufacturers of consumer goods from the Mainland of China,in the channel management process, lack of a comprehensive risk management and its awareness.On the basis of this context, its strategic-oriented and adhering to the risk portfolio view of consumer goods manufacturers, shows how to embed the channel risk management,to master the skills of risk management,and to increase gradually the capabilities of risk management in distribution channels, which achieve to exchange the value between the product and the need in order to benefit customers, stakeholders and so on.Based on the COSO with Enterprise Risk Management-Integrated Framework,the context adopt the method of the qualitative research in the experiences,the case,the induction and the deduction.It focuses on linking theory with practice,from how to build risk management capacity as an entry point to the systematic application of risk management skills based on the main line of the risk management processes.To describe the commonly used methods and channels of risk management skills,the context establishes the risk structure model of the distribution channels for the practical application of the manufacturers of consumer goods,including the risk identification, analysis, assessment,response and so on. In the process of exploring, it provides a more conceptual model about risk and many simple and practical management tools, nonetheless not covered by a complex mathematical model and analysis.Finally, the context clarifies its own point of view about applications of channels with the risk management. Firstly, the thinking of the risk management embed in the management of distribution channels. Secondly, the context is not only focus on skills of the risk management but also build the capability of the risk management.The risk management of distribution channels is still in its infancy. The context innovation in four areas:1,The risk management of distribution channels need to start from its ability to its step-by-step development; 2, The design of the risk structure of distribution channels;3,Based on the prevention of risk, to adopt many measures to response to channel risk;4,To summary the thinking of risk management of distribution channels.