Research On Mechanism And Empirical Analysis Of Enterprises' Marketing Risks Conduction

In recent years, lots of famous enterprises are veiled by marketing crisis and failure. Some well-known enterprises which used to make the running in the market are in the awkward situation of deficit or bankruptcy. To sum up the problems of these enterprises, most of the crisis is caused by the inadequate ability of dealing with risks. Therefore, the development of enterprises is badly effected, and that even might bring enterprises great disasters. These pheromones indicate that how urgent it is to strengthen the research of marketing risks of Chinese enterprises, especially the research of marketing risk conduction, and intensify their consciousness of marketing risks and establish the management system of marketing risks of their own. But seeing from the analysis of the current research situation either at home or abroad, even there are a great deal of research of risks, they are mainly related with risk identification, analysis, forewarning and controlling. Though there is also a lot of research of conduction, most of them are aimed at the conduction of monetary policy, financial conduction among financial markets and knowledge conduction. The research which combines with risks and conduction is not enough.This dissertation is conceived according to the following logic: document overview of risk conduction of enterprise marketing→theoretic basis of risk conduction of enterprise marketing→key constituent elements of marketing risks→conduction process of marketing risks→establishment of index system of marketing risk measurement→measurement and evaluation of marketing risk conduction→strategy of risk conduction management of enterprise marketing→analysis of examples of marketing risk conduction. Then the systematic research of risk management of enterprise marketing is carried out from the angle of risk conduction with comprehensive application of theories and methods of modern risk management theories, system theory, economic metrology, marketing, management, etc. With the analysis and research, the dynamic process diagram of risk conduction of enterprise marketing is constructed by using the theories of system dynamics. Then, risk sources, paths and carriers of conduction, risk acceptors of risk conduction, motivation mechanism of risk conduction and other key conduction factors are further researched, and the characteristics and basic laws of enterprise risk conduction are revealed. The way of measurement of enterprise marketing risk conduction is brought forward, and the risk management strategy based on the risk conduction of enterprise marketing risks is discussed. Besides, the inverted funnel model which is the management strategy model of enterprise marketing risk conduction is established. The structure of the full text is as follows.Chapter 1 generally introduces the purpose of research and its background, significance, contents and methods. Chapter 2 firstly introduces enterprise marketing risks, and then the connotation and formation mechanism of marketing risk conduction are researched, as well as the pattern of manifestation and characteristics of marketing risk conduction. Chapter 3 is mainly about the analysis and research of the key component parts of marketing risk conduction and the conduction process. First of all, the following aspects are introduced: sources of marketing risks, risk factors, carriers of marketing risk conduction, paths of marketing risk conduction, acceptors of marketing risk and motivation mechanism of risk conduction. Based on that, the process of marketing risk conduction is analyzed by using the model of system dynamics. Chapter 4 focuses on the establishment of the index system of marketing risk conduction. In this chapter, the principles and methods of index choosing of marketing risk conduction are defined. Then the measurement index of marketing risk conduction is ascertained. Finally, the weight of the measurement index of marketing risk conduction is ensured. Chapter 5 is mainly about the measurement and evaluation of marketing risk conduction. Firstly, the evaluation model based on the grey hierarchical analysis is analyzed in the article, and then the research is carried out from the angles of the risk status of risk sources of enterprise marketing, the capability of risk conduction and the measurement of processing capability of enterprise marketing risks. Afterwards, the above-mentioned three aspects are combined for constructing the model to measure the state of risk conduction of enterprise marketing. In this chapter, the method of entropy weight coefficient is used to compare the performance of risk conduction of enterprise marketing. While sorting the performance of risk conduction of many enterprises, the value of risk performance of each enterprise needn't to be calculated individually if this method is used and sorting order can be achieved to provide simple and convenient way for selective choices. Chapter 6 discusses the management method of inverted funnel model which is used as the management strategy of risk conduction of enterprise marketing. In this chapter, firstly, the principles of marketing risk conduction management are defined. Secondly, the inverted funnel model which is the management model of marketing risk conduction is brought forward. Then, the following management strategies are put forward respectively: the management strategy of the funnel bottom based on the marketing risk introduction, the management strategy of risk conduction based on flexibility, the management strategy of the funnel mouth based on the marketing risk outflow. Chapter 7 focuses on the empirical study combining with the concrete situation of liquor industry and marketing risk conduction of liquor enterprises. In this section, the general situation of marketing risk of liquor enterprises with a certain scale is briefly introduced, then the measurement index system of risk conduction of enterprise marketing is established and the measurement is carried out. At last, correlative management strategies of marketing risk are put forward combining with the characteristics of liquor industry. Chapter 8 summarizes the full text and looks forward the research.