Study On Marketing Risk Assessment And Early Warning Control Of Food Cold Chain Enterprise

With the rapid development of China’s economy and the continuous improvement of people’s living standards, people’s demands for food products increasing quickly. According to statistics, the amount of China’s annual production of various types of food increase to10million tons. However, in the background of the growing demand for food, food safety issues happened frequently, the attentions of food safety are increasing. Since most of the low-temperature food need the process of cold chain, so the food cold chain business has a close relationship with food security. Under the condition of such background, food cold chain enterprises are facing great opportunities and also faced with enormous challenges, internal and external business environment has become complex, this complexity brings great risk to business management, especially the risk of marketing. Marketing has almost become the key to survival and development of food cold chain enterprises. The uncertainty factor exist in marketing activity will bring a variety of risks, may be affect the profitability even survival directly.However, majority of food cold chain enterprise lack of marketing risk concept and didn’t have any capability of marketing risk judgment, marketing activities expressed too much blindness and randomness. The existing risk perception is confined to one aspect or a certain activity, rather than considered it as a whole object.In this paper, food cold chain enterprise marketing risk is the study object, It based on the risk of marketing theory and marketing risk theory and analyzed the marketing activities of the various risk factors. Then it constructed out of the food cold chain enterprise marketing risk index system through monitoring, identification, evaluation and pre-warning and to seek the best risk control measures to reduce the impact on the survival and development of food cold chain enterprises so that the enterprises can run in a safe orbit.On the basis of in-depth researches on domestic and foreign risk management theory and marketing risk theory. It constructed the food cold chain enterprise marketing risk warning indicator system and marketing risk prediction model.under the direction of the index system and model, It conduct the empirical study by combined the enterprise marketing risk management theory and the specific circumstances of the food cold chain logistics industry, Then it presented a series of marketing risk prevention and control measures based on the results of empirical research. The results of this paper has important theoretical and practical significance influence for the food cold chain enterprises to create marketing risk warning mechanism and control marketing risk and ensure the sustained and healthy development of enterprises. At the same time,It lay the foundation of solving the problem of food security.