The Research Of The Freezer Marketing Risk Control Strategies In Aucma

With the wave of economic globalization and the increasingly competitive market environment, enterprise management is facing with more and more uncertainties. Thus a variety of risks may exist in the course of enterprise marketing, including the marketing environment risk, product risk and competing risk. And the forms of those risks are growing more and more complicated. To make the enterprise’s marketing activities and its daily operation be able to go on stably and smoothly, the prevention and management of the marketing risks have already become enterprise essentials and are becoming increasingly important.As the world leading refrigeration equipment supplier, Qingdao Aucma co., LTD enjoys the reputation of the king of freezer and has been working on the promotion of enterprise innovation ability, management expertise and its core competitiveness, on which basis it resolves to march on the road of being entitled as the world No.1freezer’s brand. So far, the commercial freezer business amount to over90%of the freezer market capacity and is considered to have a good prospect. The increasingly complex and intense market competition makes the commercial freezer manufacturers face larger marketing risk.This paper is based on the theory of marketing risk management and takes the domestic marketing activities of Aucma’s commercial freezer business as the research object, analyzing its marketing risks and then formulating the corresponding strategies of its marketing risk prevention. First of all, the paper gives a business insight and the current marketing situation of Aucma’s commercial freezer business, also an analysis of its current marketing risk management and the location of its existing issues; second, by constructing a marketing risk factor index system, doing identifications and in-depth analysis on the existing risks of the marketing activities of the Aucma’s commercial freezer business; last, to take the target of risk prevention and control as the guide, the paper provides the design of evaluation strategy, control and process strategy of risk prevention and control, also comes up with the specific advances on the risk prevention countermeasures.The paper has enriched the research on marketing risk prevention and control from the aspect of practical application and has advanced its specific countermeasures. On that basis, this paper offers some new thinking and approaches for the marketing risk management of Aucma’s commercial freezer business. Meanwhile, it could be a good reference for the marketing risk management of the similar enterprises.