Study About Risk Estimation In The Marketing Channel And Risk Prevention Mechanism

Whether the competition of marketing is succeed or not, lies on the speed and extend of enterprise marketing. And the most important thing is to transfer the product and service to the customer through the marketing channel rapidly and expediently. In the course of marketing, there are most risk and problems in the marketing channel, which puzzles enterprise working and development all the time. At the same time the competition of the marketing channel has become the most important factor, which determines the success of marketing competition or not. So, the study of risk defense about marketing channel is very important whether in theory or in practice.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. In the first chapter, this thesis firstly expounds some concepts related to marketing channel risk research, clears and defines several easily obscured problems, and classifies the marketing channel risk according to the origin of risk, on the basis of classification, paper analyzes the source of it. Secondly, in the second chapter, paper analyzes the basic factor of marketing channel risk, bases the system of risk index, quotes AHP to analyze the index of system, and get the integrated score of marketing channel risk, and then causes the third chapter. In the third chapter, according to the analysis of risk, author brings forward establishing the system of risk comment and mechanism of risk defense, and advances how to defend the channel risk. At last, in the forth chapter paper defines how to establish the mechanism of risk defense, and how to make it carry out availably.