營銷渠道風(fēng)險(xiǎn)管理研究.pdf

1、武漢理工大學(xué)碩士學(xué)位論文營銷渠道風(fēng)險(xiǎn)管理研究姓名：彭顯琪申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：葉萬春20031101AbstractThemarketingchannelistheimportantfactorofenterprisemarketing0ntheonehand，manylarge—scaletranslationalcorporationsandstrengthenedenterprisesviilarriveinC

2、hinatocapturemarketafterChinahasjoinedtheWT0，theirarrivalwillmakesomeintemalenterprisesofsomeindustriesoccurthegreatrevolution0ntheotherhandasfarasmostChinaenterprisesthismarkethagessentialfactormarketingchannel，whichhas

3、possessedtheclosecontractwiththemainland，isapparentvalueowingtothehomogeneitytrendoftheintemalproduct，thetechnology、qualityandcostsuperiorityofabroadproductWhjlemarketingchannelisaffectedbymarketenvironmentgreatlysoiteas

4、ilyOCCURSchangeIftheenterprisecarlnotfollowthetracksofmarketingchanneltoavoidriskitwillbeintheunfavorablepositioninthecompetitionUndersuchpremisein廿1efirstchapterthisthesisfirstlyexpoundssomeconceptsrelatedtomarketingcha

5、nnelriskmailagementresearch；clearsanddefinesseveraleasilyobscURedproblems；pointsouttheimportantmeaningofthisresearch；expoundstheconceptofmarketingchannelriskandresearchobject、Chinesemarketresearchbackground；putsforwardth

6、eorybasis、methodsystemofmarketingchanneiriskmanagementresearch；ClearsawaytheobstaclesofthefollowingpartsAtthebeginningofthesecondchaptertheauthorpresentsobjectivemanifestationsofmarketingchannelriskinChinesemarketandclas

7、sifytllemarketingchannelriskaccordingtotllemainclueofdesigns、constructions、operationsandmanagement0nthebasisofclassification，PaperanalyzestheSOURCeofitandthencauses也ethirdchapterInthethirdchapterPaDerconsidersmarketingch

8、annelasasystemintroducesrespectivelyactivitybasedcostthoughts、bodvandexteniclstheory、prioritydegreemodelofengineeringmanagement；Pmsfromvirtualandhorizontalaspects；Presentsactivityrisktosolvevirtualproblemofmarketingchann

9、elsystemnamelyhowtodiscernriskandwarnrisk；SetsupmarketingchannelriskprioritydegreemodeltosolvethehorizontalproblemsWhichmeanshowtocompareseveralchannels’risk。removethebigriskoneandqualifythemarketingchannelsystemFinallyi

10、ntheforthchapterpaperdrawsconclusionsaccordingthethoughts、methodsabove：IntheopenandnotperfectChinamarket，EnterprisesandgovemmentmustdotheirbesttoperfecttheavoidingmarketingchanneIrisksystemAstlleenterprisesinthemodembuyi

11、ngmarketwemuststrengthenmarketingriskwarningsystem，andoptimizethemarketingchannelrisicmanagementsystemButthegovemmentshouldprovideafaircompotitionenvironmentthathasthelawbasisforeachindustryandCOnllnelceenterpriseKeyword