With China's entry into WTO, the marketing activities of enterprises are more and more important than ever. The globalization, networking and market competition of marketing make the risk factors faced by enterprises in China more complicated and changeable. The marketing risks of China enterprises are far greater than those of their important competitors in the global market. However, few enterprises in China implement risk management in a standardized way. The research and implementation of marketing risk management is of great significance to the healthy and sustainable development of enterprises in China. The following is what I have carefully prepared for you: related papers on enterprise marketing risk management. The content is for reference only, welcome to read!

The full text of enterprise marketing risk management is as follows:

Enterprise marketing risk refers to the fact that in the process of enterprise marketing, due to the influence of various unpredictable and uncertain factors in advance, the actual income of enterprise marketing deviates from the expected income to a certain extent, so there is the opportunity or possibility of suffering losses and losing additional income. Enterprises are the main body of marketing risk, and risk loss is the punishment that enterprises suffer because of violating market rules or their own mistakes. The occurrence of a marketing risk may make the company's one-year profit go up in smoke, or even encounter disaster. Therefore, avoiding marketing risks has become the main responsibility of marketing managers. There are risks and opportunities everywhere in market competition, and it is impossible for enterprises to completely eliminate risks. They can only seize market opportunities and minimize risks. The core of enterprise marketing risk management is: before the risk occurs, prevent the risk as much as possible from the marketing system and marketing means; How to face the risk correctly and objectively when it comes; How can the enterprise come back to life after the risk?

First, the form of enterprise marketing risk

There are many sources of enterprise marketing risks, such as sales personnel, competitors, distributors and suppliers, customers, promotion, market forecast, new product listing and so on. From the perspective of marketing mix, marketing risks can be divided into four categories.

1, product risk. Product risk refers to the state that the product has no market in the market. Product risks include product design risk, product function quality risk, product listing opportunity risk, product market positioning risk, product brand trademark risk and so on. 1 Product design risk means that the products designed by enterprises are outdated or too advanced, and cannot meet the needs of market customers. 2 product function quality risk mainly refers to the products sold by enterprises, which are insufficient in function quality or excessive in function quality and cannot fully meet the needs of users. 3 The timing risk of products entering the market refers to the improper timing of products entering the market. 4 product market positioning risk refers to the product characteristics do not meet the requirements of market customers. The brand and trademark risk of a product refers to the state when the brand of the product is infringed, improperly maintained or improperly extended, which damages the brand reputation.

2. Pricing risk. Pricing risk refers to the state that the improper price set by enterprises for products leads to intensified market competition, or the interests of users are damaged, or the profits of enterprises are damaged. Pricing risks include: 1 low price risk. Low price means setting the price of the product lower. On the one hand, setting the product at a low price will make consumers doubt the quality of the product, on the other hand, it will narrow the space for price reduction in enterprise marketing activities and increase the difficulty of sales. Secondly, the low price of products depends on extensive consumer demand and remains stable for a long time. In fact, the demand of consumers is always changing, so the price dependence of enterprises is very fragile. 2 The price risk is high. The main manifestations are as follows: first, the intensification of market competition leads to the failure of high-priced targets; Second, high prices make product marketing difficult, because low-income people will be discouraged by high commodity prices; Third, setting high prices is easy to harm the interests of customers. 3 the risk of price changes. There are three main forms of price changes: first, price reduction; The second is the price increase; Third, due to the changes in product prices caused by market competition, the product prices of this enterprise remain unchanged. In the marketing activities of enterprises, if the price changes are not handled properly, it will often lead to unfavorable situations, such as vicious price wars and customer loss.

3. Distribution channel risk. Distribution channel risk refers to a series of adverse consequences caused by the failure of the distribution channel selected by the enterprise to fulfill its distribution responsibilities and achieve its distribution objectives. Distribution channel risk includes distributor risk, storage and transportation risk and payment recovery risk. 1 distributor risk. The main manifestations are: the strength of dealers does not adapt to the sales conditions of enterprises' products, the geographical location of dealers is not good, there is no coordination or even conflict between dealers, and dealers violate other contracts. 2 storage and transportation risks. Storage and transportation risk mainly refers to the loss of quantity, quality or supply time caused by goods during storage, transportation and transportation. 3 Risk of goods recovery. Mainly refers to the phenomenon that the enterprise can't recover the payment from the dealer in time as agreed, and the payment is occupied and lost.

4. Promote risks. Mainly refers to the state that the promotion activities of enterprises are blocked, damaged or even failed due to improper promotion activities or unfavorable factors that interfere with promotion activities. Promotion risks include advertising risks, personnel promotion risks, business promotion risks and public relations risks. 1 advertising risk. Mainly refers to the use of advertising to promote sales, but did not achieve the expected results. 2 personnel marketing risk. It refers to the state that sales personnel fail to promote products due to subjective and objective factors. Although personnel promotion is a traditional and effective promotion method, it will also bring losses to enterprises if it is used improperly. 3 marketing risk. If the content, method and time of enterprise marketing promotion are not properly selected, it will be difficult to achieve the expected effect. 4 Public relations risk. The purpose of corporate public relations is to establish a good social image for the enterprise or its products and to open up a relaxed social environment space for marketing. Public relations comes at a cost. If this fee fails to achieve the expected effect, or even has no effect or negative effect, it will form a public relations risk.

Second, the causes of marketing risk analysis

In essence, there are two main causes of marketing risk: one is the subjective factors of enterprises, and the other is the objective factors of market environment.

1, subjective factors of marketing risk. From the perspective of marketing risks and several phenomena, the primary cause of risks is the wrong marketing concept of enterprises. If the enterprise pursues the traditional marketing concept, it will inevitably lead to the wrong market behavior, and the wrong behavior will produce risks. Secondly, enterprise decision makers are used to making marketing decisions by subjective imagination. In the end, it will lead to a backlog of products and the retention of funds. Third, enterprise marketing managers and marketers do not understand market rules, norms or regulations, and it is also easy to cause marketing risks. If an enterprise's marketing activities violate the market rules and norms, it will be severely sanctioned by national laws, and the light ones will be * * *, banned, and jointly countered by other enterprises in the same industry, which will eventually make the enterprise fail. Fourth, enterprises lack the experience and knowledge to deal with marketing risks. When marketing risks occur in enterprises, they cannot be controlled in time due to the lack of experience and knowledge in dealing with marketing risks. Fifth, enterprises do not know enough about the harm of marketing risks. In China, it is difficult to find an organization to deal with the risk crisis, and the risk crisis management in enterprise marketing management is often ignored. These are all manifestations of lack of vigilance against potential risks. Sixth, the enterprise information is ineffective, which is also an important reason for the risk. Enterprises don't know enough about users, middlemen, competitors and other information. Timely, and do not conduct credit investigation on the transaction object, which leads to blind business dealings and eventually leads to risks. A large number of cases of being cheated in the current market belong to this category.

2. The objective reasons of marketing risk. Marketing activities are influenced and interfered by various environmental factors outside the enterprise, which leads to marketing risks. Enterprises must study these reasons.

1 the objectivity of market demand changes is the primary factor leading to the objective existence of marketing risks. With the establishment, development and perfection of China's market economic system, the production and operation activities of enterprises are increasingly restricted by market demand. Market demand is a constantly changing uncontrollable factor. The market demand faced by enterprises in China is evolving to personalized demand. It is an objective trend that the market demand changes from low level to high level, from quantity type to quality type, and from group commonality to individual uniqueness. Without fully understanding its objectivity and trying to adjust marketing activities, marketing risks will inevitably arise.

2. Changes in the economic situation and economic policies will generate marketing risks. No matter the gradual change of economic situation or the drastic change caused by unexpected events, it will directly or indirectly affect and determine the marketing activities of enterprises. When a change presents unfavorable factors, it will produce marketing risks. For example, after China's entry into WTO, enterprises have to face the competition not only from their domestic counterparts, but also from their powerful counterparts in the world, so the difficulty of marketing will increase and the risks will increase. In addition, in order to adapt to the changes in the economic situation and promote economic development, countries are also changing their policies to guide the economy. For example, in the early 1990s, China implemented the policy of economic contraction, and in the middle and late 1990s it changed to the policy of economic expansion. The change of national economic policy leads to the change of economic situation and market demand, and also brings risks to the marketing activities of enterprises.

3 scientific and technological progress is another factor that leads to marketing risk. The change of science and technology has a dual effect on the marketing activities of enterprises: on the one hand, scientific and technological progress provides new opportunities, new ways and methods for the marketing activities of enterprises, and enriches and develops the marketing activities of enterprises; On the other hand, every change of new technology also means the elimination of the original technology. From this perspective, it also poses a threat to the marketing activities of enterprises. Typical examples are computer technology, Internet and network marketing based on it. The impact of network marketing on traditional marketing is very fierce. If you don't understand online marketing, you may put the enterprise in a very dangerous situation. The progress of science and technology will have a great impact on marketing organization structure, marketing personnel structure, marketing strategy and tactics, marketing methods and so on. This will lead to changes. Change means not only new opportunities, but also risks.

4 Other external factors. Political factors and military factors will indirectly produce marketing risks, such as the "9. 1 1" incident that triggered the American war in Afghanistan, and the resulting economic downturn in the United States, which indirectly affected the marketing results of some enterprises; Whether a country's internal political situation is stable or not, the diplomatic and cooperative relations between countries will also affect and produce domestic marketing risks and international marketing risks.

Third, the control of marketing risk.

1. Strengthening the investigation and study of marketing environment is the fundamental measure to control marketing risk. Enterprises must go deep into the market and conduct investigation and research from the beginning of product design to the whole process of positioning, distribution and promotion activities. Through market research activities, master relevant intelligence information, including customer demand information, competitor information, national macro-economy and corresponding policy information, international political and economic situation and other information. The marketing activities of enterprises must be carried out smoothly on the basis of fully grasping relevant information, otherwise the marketing activities of enterprises will be risky.

2. Establish risk prevention and handling institutions. In the ever-changing market environment, business risks may occur at any time, so it is equally important to establish risk prevention and handling institutions as well as marketing institutions. The work of the risk prevention and treatment team should include the following aspects: first, establish the rules and regulations of enterprise internal risk prevention and supervise the implementation of the system; The second is to investigate and study relevant information, analyze and evaluate the information and ability of enterprise customers; The third is to carry out risk handling drills in daily management to improve the ability to deal with risks and strengthen the awareness of employees' risk prevention; Fourth, after the enterprise has risks, the risk prevention and handling institutions will handle the risk events in a unified way.

3. Face risks correctly. When risks appear, how to face them is the key to decide whether they can be handled correctly and smoothly. The occurrence of risks will bring harm to enterprises, and may also bring harm to society and customers. Enterprises should first face the society and customers honestly, on the one hand, minimize the damage to the society and customers, on the other hand, quickly take measures to stop the expansion of risks. If enterprises evade, shirk or even make excuses after risks appear, they will expand risks and increase losses. From June 65438 to June 0999, the European Coca-Cola beverage pollution incident was a risk faced by Coca-Cola Company. The measures taken by Coca-Cola Company are as follows: First, the company's top management flew to Belgium and France to deal with the beverage pollution incident and apologized to the victims. The second is to entrust an authoritative organization to investigate the causes of risks and announce the results to the public. Third, control and influence the source of information release. Through a series of measures, the company finally succeeded in controlling the degree of risk damage.

4. Act according to law. After the emergence of enterprise risks, enterprises should quickly use legal weapons to deal with risks. In order to regulate market behavior, protect fair competition and safeguard the legitimate rights and interests of enterprises, the state has formulated a series of relevant economic laws and regulations, such as contract law, price law and anti-unfair competition law. Enterprise decision-makers should understand the corresponding laws and regulations and act according to law in marketing activities. When enterprises encounter risks, they should act decisively and actively seek legal ways to deal with risks.

5. Improve the quality of employees. Some risks in enterprise marketing activities are caused by the low quality of employees or other subjective factors. Therefore, strengthening the training and improvement of staff quality is one of the important measures to control the marketing risk of enterprises. The quality training of enterprise employees should include their political quality, cultural quality, professional quality and moral quality. In the assessment of marketing personnel, it is very important for enterprises to pay attention to the assessment of sales and profits, and the assessment of their sense of responsibility is as important as the assessment of risk prevention. ?