营销渠道风险

基于粗糙集定权的营销渠道风险评价研究

A Risk Appraisal of Marketing Channel Based on Rough Set Fixed Weights

网络营销渠道风险评价模型建立及应用

Study on risk evaluation model of network-marketing channel

营销渠道风险管理研究

Research on Marketing Channel Risk Management

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；

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

希望对国内企业的营销渠道风险管理控制活动起到借鉴和参考作用。

These two systems can be used for reference of risk control activities of marketing channel .

因此，科学的营销渠道风险管理成为企业营销成功的关键。

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

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。

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

主要内容是营销渠道风险管理控制研究重要目的、意义以及本论文的研究方法和思路。

It mainly introduces the meaning of risk control research of marketing channel and research method . The second part is about present research situation at home and abroad .

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。

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 ?

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。

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 .

因此，对于企业来说，对营销渠道的风险管理变得越来越重要。

For businesses , risk management is becoming increasingly important marketing channel .

目前，国内针对中国移动营销渠道的风险管理研究，相对来说还比较少，希望本次的研究，能对国内电信运营商实体渠道的风险管理提供一定的参考。

I hope that this research could provide a reference for risk management of domestic telecom operators ' marketing channel .

政府则应该为各工商企业提供一个有法律依据的公平竞争环境，并且引导渠道链上各性质企业朝着专业分工方向继续创新，以减少营销渠道系统风险。

But the government should provide a fair competition environment that has the law basis for each industry and commerce enterprise .

提出作业风险法来解决营销渠道系统风险中纵向问题，即某条渠道如何识别风险、预警风险的问题；

Presents activity risk to solve virtual problem of marketing channel system , namely how to discern risk and warn risk ;

最后，根据这些研究结果提出了企业规避营销渠道变革风险的若干建议。

Finally , we put forward a few marketing proposals on how to keep from risk of marketing channel innovation according to the results of the study .

期望从风险传递的机理出发，为企业营销渠道的风险防范提供决策依据。

On this basis , the forms and ways of marketing channel risks are discussed , and Markov model is used for quantitative analysis of channel risk transmission .

在此基础之上，对电信营销渠道的风险分类与产生原因进行剖析，重点分析了电信营销渠道的内在型营销渠道风险与外在型营销渠道风险的情况。

On this basis , analyzes the classification and cause of risk on the telecommunications marketing channels , and especially focusing on analysis of the telecommunications-based marketing channels of internal and external risks .

实证研究结果发现，政治法律环境、社会文化环境和渠道冲突与营销渠道变革风险有正相关及其影响；顾客需求和沟通与营销渠道变革风险有负相关及其影响。

According to the empirical examination results , political and legal environment , social and cultural environment and channel conflict have a positive effect on the risk of marketing channel innovation , while the customer demands and communication have a negative effect .

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。

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

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。

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 .

本文主要运用了营销理论、管理理论和控制理论等原理研究了营销渠道的风险问题，同时还运用了定性分析和定量分析的方法来设法解决问题。

In this paper , the author uses the theory of marketing , management and control to study the risk of marketing channel , at the same time , uses the qualitative analysis and quantitative analysis to manage to settle the problems .