Research On The Risk Management Of Automobile Dealers Marketing

China’s car dealership business is in a complex and changeable market environment, where changes in market demand may occur at any time, and growth in automobile production and sales may change violently in different years. As a result, car distribution companies are often faced with more severe marketing risks. Based on the domestic and foreign theoretical research and practical application about risk management and early warning, this paper applied the principle and method of enterprise marketing risk management to the field of automobile distribution of enterprise marketing risk management. Then it discussed the car dealerships and the cause of formation of enterprise marketing risk. Next it systematically analyzed the specific effects and the causes of five categories of risks that current car dealerships enterprise are facing, namely marketing organization risks, product risk, customer risk, competition risk, marketers risk. On the basis of the principle of marketing risk evaluation, this paper built a set of marketing risk assessment and management system suitable for car dealerships, and then applied this system to a car dealer from Zhejiang Province as an example to analyze its marketing risks, and also provided some advice. It indicates the feasibility to apply risk assessment system to car dealership companies. We look forward to providing reference for marketing risk management of the whole industry.