The Research On Consumer Goods Distribution Channel Risk Management

Based on the research of literature concerned at home and abroad and the analysis of the condition of distribution channels in China, this study researches the management of consumer goods distribution channels risks in the manufactures' perspective. First, researches the reasons and the inevitability of the appearance of risks in consumer goods distribution channels by analyzing the goal differences in channel members, the uniqueness of the market in China, asymmetric information, the mistakes in consumer goods distribution channel management. Second, analyzes and researches the types of the risks in consumer goods distribution channels, the reasons of the appearance of the risks in consumer goods distribution channels and the harms caused by the risks. Third, researches how to recognize and measure the risks in consumer goods distribution channels. At last, researches how to strengthen the ability of comsumer goods manufacturers to resist risks and avoid risks by day-to-day management in consumer goods distribution channels, and how to control and deal with risks in consumer goos distribution channels.