Publishing Enterprise's Marketing Risk Management

Since China entered WTO, Chinese enterprises have been experiencing unprecedented changes in managing environment. The enterprises are also confronted with more and more uncertain factors as marketing is undergoing globalization, computerization and internationalization. Therefore, events about managing risks emerge in endlessly. However, enterprises lack sober understanding and do not pay enough attention to ventures from the market. They do not have efficient measures and means to keep away from those risks. Accordingly many enterprises go to the bad, bankruptcy or closing down. As far as publishing is concerned, as the reform in cultural and publishing systems increasingly deepens and the book market opens to the foreign and private capital, Chinese publishing enterprises are faced with more complex and changeable factors in their sales department. In order to reduce the risks in marketing and increases their ability of sustainable development, it is urgent and practical to study the supervision of marketing risks faced by the publishing enterprises.With the help of the theories of risk supervision, marketing risks and through the scientific methods of interview experts, comparing, analyzing, quantitive study and qualitive study, this thesis will mainly study the marketing ventures that publishing enterprises are faced with. This thesis aims to discuss how to identify the ventures in marketing, how to evaluate them and thereby managing and elusion systems will be formed. These systems will be applied to the practices of marketing and managing of those publishing enterprises, which will reduce side effects brought by marketing risks and contribute to the existence and development of enterprises. Publishing enterprises can therefore develop in a secure way.This thesis includes five parts:Part one is an introduction. It mainly talks about the background and significance of this thesis. It concerns the current studies about risks management and management of marketing risks. This part also puts forward the object, studying methods and the problem that this thesis aims to solve.The second part introduces some relevant theories, risk management theory, marketing risk theory and Sells on consignment the system theory.The concepts of publishing enterprise and publication are defined in this part too.Part three is devoted to discuss the marketing risks and their management. It indicates the implication of marketing risks that publishing enterprises are experiencing and ventures supervision. It analyzes the factors that cause marketing ventures, the content and skills of marketing venture supervision. The necessity and significance of marketing ventures supervision are also discussed in this part.The fourth part is intended to discuss how to identify and evaluate marketing ventures confronted by publishing enterprises. Basic theories of marketing ventures supervision, delphi method, brain storming, elements-analysis, cause and effect method will be adopted to identify the ventures. Experience-estimation, grade-evaluation method will be employed to evaluate marketing ventures. This will provide foundation for measures to keep away from ventures.Part five will offer measures to elude marketing measures for practices of ventures supervision, establishment of risks management system and information systems based on the present management of publishing enterprises.