Marketing channel risk

Research on Marketing Channel Risk Management

营销渠道风险管理研究

Expounds the concept of marketing channel risk and research object , Chinese market research background ;

紧接着便阐明了营销渠道风险的概念及其研究目标、中国的研究背景；

Puts forward theory basis , method system of marketing channel risk management research ; Clears away the obstacles of the following parts .

提出了营销渠道风险管理研究的理论依据、体系、方法，为后文的阐述扫清了障碍。

Sets up marketing channel risk priority degree model to solve the horizontal problems . Which means how to compare several channels ' risk , remove the big risk one and qualify the marketing channel system ?

建立营销渠道风险优度评价模型来解决营销渠道系统风险中的横向问题，即多条渠道如何适时比较其风险，排除风险较大渠道优化营销渠道系统的问题。

It further discusses the concept , types , and reasons and transmission principle of the loss risk of customers , the credit risk , and the logistics risk . ( 3 ) It establishes the early-warning management system of marketing channel risk .

运用营销渠道风险管理的基本理论，对营销渠道客户流失风险、信用风险、物流风险的概念、类型、产生原因、传递原理等分别做了进一步的探讨。（3）建立营销渠道风险预警管理体系。

Thus , the key to enterprises ' successful marketing is the effective marketing channel risk management .

因此，科学的营销渠道风险管理成为企业营销成功的关键。

According to the analysis of the marketing channel management theory , added to enterprise risk and the marketing risk research , it discusses the concept , characteristics , types and influence factors of marketing channel risk .

通过对渠道管理理论的分析，结合企业风险、营销风险的相关研究，探讨了营销渠道风险的概念、特征、类型和影响因素。

As the enterprises in the modern buying market , we must strengthen marketing risk warning system , and optimize the marketing channel risk management system .

作为在现代买方市场中的企业，应该做到强化营销风险预警系统，优化营销渠道风险管理系统。