Research On The Mechanism And Control Of Enterprise Marketing Risk Conduction

There are directly or indirectly relationships within each system and link exist in enterprises, so the enterprise marketing risk conduction is pervasive. Moreover, in modern society, the division of labor is more and more refining, the relationship between enterprises is closer and closer, and marketing risk dynamic transfer between enterprises also increasingly prominent. Therefore, the research of marketing conduction is very necessary and important.This thesis used some research methods, such as the combination of theory and empirical, the qualitative and quantitative, researched the connotation and denotation of enterprise marketing risk itself, marketing risk conduction mechanism, its evaluation and control, and so on. After cited the research of relevant problems in domestic and foreign countries, and the development of related theory, the thesis divided into three main parts to analysis and research above problems deeply:The first part is the second chapter, it detailed the meaning, characteristics, classification, causes of the enterprise marketing risk and marketing risk conduction, explained the function of marketing risk conduction to enterprise management, and it is the foundation of the follow study.The second part, the fourth chapter, analyzed the mechanism of enterprise marketing risk conduction. This part is the key point of the whole thesis, and it divided into three parts. First, introduced and took examples to explain the composition of enterprise marketing risk conduction, for example, the receiver, the recipient, the transmission medium, and the path of risk conduction, bedding for deeply research of the enterprise marketing risk conduction mechanism. Then, analyzed the agent of enterprise marketing risk conduction, mainly in the information asymmetry, domino effects and the enterprise marketing personnel's ethics and morality. Finally, combined with the enterprise business flow, concluded basic modes of enterprise marketing risk conduction.The third part, also the fifth chapter, it set up evaluation indexes of enterprise marketing risk conduction, summarized the control strategy of enterprise marketing risk conduction. Constructed principles of the evaluation index system for marketing risk conduction, and defined various indexes for the enterprise marketing risk conduction evaluation. Combined with the above analysis about the process of enterprise marketing risk conduction, we provided the theoretical guidance and reference of marketing risk management strategy for generality different enterprises, view in risk conduction.