The Study On Marketing Channels Risk Management Of Jidong Cement Company

This paper analyzes the current situation and the risks of of Jidong Cement Company’s marketing channel management, and risk prevention strategies proposed of Jidong Cement Company marketing channels. The main objective of this study is to improve sales performance, economic efficiency of enterprises and the management level.First, this paper describes the concepts and methods of marketing channel risk theory. Then, this paper describes the connotation of risk management, enterprise risk management features, the basic concepts and functions of marketing channels, enterprise risk management system, content and features marketing risk and the risk of marketing channels etc.Secondly, this paper summarizes the development process of Jidong Cement Company, the main customer groups and marketing channel construction status quo. This paper describes the internal risk factors and external risk factors of Jidong Cement marketing channels based on the present marketing channel construction Jidong Cement foundation.Third, the paper evaluated Jidong Cement marketing channel risk management capabilities to the Capability Maturity Model as a theoretical basis. The results show: Jidong Cement marketing channel risk management in the fine management level stage, but in terms of marketing channel risk management philosophy, risk management processes and risk management training and other capacity is still below the level of the fine management needs to be improved and perfected.Finally, this paper presents the concept of risk management to enhance marketing channels, improve marketing channels Jidong Cement risk management system system, improve risk management Jidong Cement marketing channel flow, and improve the marketing channel risk Jidong Cement Jidong Cement Marketing Channel Strategies to optimize risk management management structure and strengthening the marketing channel members Jidong cement differential management in five areas.