Research On Transnational Marketing Risk Management Of Retail Enterprises

With the acceleration of the process of economic globalization, China retail market has opened fully to December 2004, which induces China retail enterprises facing international challenge. For surviving and development in this competition, China retail enterprises have to go abroad and make use of global resources effectively. However, during the process of opening up overseas market, retail enterprises have to face international risk which includes natural environment, government policy, market competition and cultural differences. If they don't prevent and control risk timely, negative impact will occur, even worse, devastating blows. Therefore, research on risk management of China retail enterprise transnational marketing not only has practical significance on China retail enterprises' development, contributes to perfecting theoretical system of retail enterprises' marketing risk management.This paper starts from the status of Chinese retail enterprises, researches transnational retail enterprises. It investigates retail enterprises with interviewing senior managers and experts of retail enterprise and with questionnaire. Strategies for risk management of China retail enterprises transnational marketing are presented and model of risk management is built by reference general procedure of risk management such as risk analysis, risk evaluation, risk management.Firstly, this article review theories of risk management, transnational marketing though literatures and confirms research point of this paper by research overseas and domestic study. Then, it analyzes environment of developed country, Asian rising industrialized countries and areas and developing country and analyzes transnational marketing risk management status of retail enterprise from abroad and domestic view. Second, questionnaire is used to survey risk faced by retail enterprises during the process of transnational marketing, includes macroeconomic environment risk, industry environment risk and enterprise internal risk and survey risk management status of retail enterprises including driving force of implement risk management, phases, culture and difficult to implement risk management, SPSS is used to analyze survey results. On the basis of forenamed research, evaluation index system of retail enterprises transnational marketing risk is established. Fuzzy synthesis appraisal is used to evaluate risk, elaborate evaluation step also is present and analyses the case of Tiankelong. At last, this article tries to establish China retail enterprises transnational marketing risk management model. Risk prevention mechanisms of China retail enterprise transnational marketing are built from level of government, trade association and retail enterprise respectively and strategies for risk management prevention are present.