| Coal as a base material of social life and production and basic energy, occupy an extremely important strategic position in the development of the national economy. With the rapid development of economic globalization and market integration, and market economy, all enterprises are active in the integration of resources to expand the scale of production, continuously improve business vitality and development potential. With the rapid development of trend, enterprises are facing more and more market risk, especially the sales risk is directly related to the success or failure of the enterprise and long-term development. Coal industry plays a special role in the operation of the national economy play a decisive role in the development process, due to the coal market development is slow, the ability to regulate the coal enterprises to deal with the deficiencies in the market, easy to produce the sales risk, with strong representation in state owned enterprises. At the same time, the research on marketing risk of coal enterprises is still in the initial stage, the theoretical guidance and practical methods to control the sales risk is still not perfect, need to continue to study and explore. Research on risk control of sales for the coal enterprise, is conducive to further establish and improve the prediction and control of the risk mechanism of coal industry, strengthen enterprise risk consciousness, improve the anti risk ability of enterprises, enhance the core competitiveness of enterprises. In recent years, Xinji investment company’s rapid expansion of business scale and at the same time, also faces pressure from the sales risk. How to strengthen the risk consciousness and improve sales risk control ability, has become a currently urgent solution.In order to make the SDIC Xinji company clearly recognizing faces in the market sales risk, in order to take specific measures to control it, so that enterprises in an invincible position, this paper mainly in Xinji company actual sales as the starting point, combined with the characteristics of the coal industry, methods of research, combining theory with practice based on literature collection, and the actual research, summed up the characteristics of sales risk is objectivity, accidental and variability. Through qualitative analysis, put forward the company existing sales risk mainly has the product risk, pricing risk, channel risk and promotion of risk, the degree of influence on the overall sales of each different risk. Product sales in the process, the subjective factors induce sales risk, mainly in sales, sales of the concept behind the decision error, sales personnel quality is not high, risk management mechanism is not perfect; the objective factors of change, the market demand of the economic situation and policy change, the influence of science and technology progress. In the sales of risk control, though attaches great importance to the comprehensive risk management, improve the internal control mechanism, and strive to achieve the pre access system, things in the early warning system, ex post accountability system and the compliance of sales, but there are still insufficient ideological understanding, management system, organization, management experience etc.. According to the trend of the rapid expansion of company size, make the basis of the analysis on the company’s internal and external marketing environment, identify and analyze the possible to the company at the present stage of the marketing risk, and then put forward the suggestion and guarantee measures to avoid and risk prevention and control, the new set of SDIC company realize maximum benefits in controlling risk minimization at the same time has realistic guiding significance, has reference value for other enterprises in the coal industry and reference. |
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