Research On Shenyang Ming Han Garment Marketing Channel Risk Controlling

Statistic shows, the domestic garment industry is labor concentrated model industry, enterprise resources and capacity threshold is relatively low, competition is intense. At the same time, along with the progress of science and technology and the rapid development of economy, people’s income level and living standards continue to improve, the clothing needs are changing rapidly, multi-level, stylish, personalized features, intensified competition among enterprises market competition. Marketing channel management, become an enterprise to win in the competition is important one annulusThis article studies the Shenyang Ming Han garment enterprise channel management risks and how to be on guard countermeasure. Shenyang Ming Han garment processing enterprises mainly produce all kinds of men and women trousers, casual pants, female occupation, foreign trade products of private enterprises. Because of the product water processing ability, the leading export products for the women’s stretch cotton casual pants, jeans and all kinds of men and women clothing, annual production up to600000.At present, has formed a highly efficient production management and quality management system. With the aggravation of the market competition; enterprise resource integration; and a shift in consumer demand, the company in marketing channels encountered challenges, such as:to reduce logistics cost, accelerate the capital turnover, the channel members of the company to reduce cost, improve channel channel chain information lag, processing channels between members of the conflict of interest.Study on domestic and international marketing channel risk control problem undertook a review of the literature, the channel risk control theory, including the theory of marketing channel, the risk control theory is reviewed. Surrounding the topic of finishing a lot of experience and reference of risk prevention measures achievements. With the John garment of the actual situation, especially from the logistics, information, members of the three aspects of the enterprise marketing channels status made accurate description.Study on enterprise channel management problems and the reasons were analyzed. The resulting distribution efficiency caused by risks, terminal facilities, causing risk of consumption experience cause risk three kinds of reasons also are analyzed:the rationality of individual behavior and profit target is inconsistent; dealer short-term profit oriented behavior; marketing of opportunism is caused by the main reason for the existence of risk. Finally, put forward Shenyang to Birmingham garment control marketing channel risk three measures:Shenyang Ming Han garment effectively control the distribution efficiency, reduce risk of terminal facilities and a decreased risk of consumption experience risk.