【摘要】 经销商是生产企业在营销渠道上的一个关键成员 ,两者既是合作者 ,同时 ,在某种程度上也是竞争者。由此产生的风险 ,应成为生产企业关注的重要问题。本文从经销商的资信风险方面入手 ,详细分析了经销商的资金风险和信用风险的组成要素及特点 ,并提出了解决办法———利用分析树将风险量化 ,为决策提供科学工具。更多还原

【Abstract】 The distributor is a key factor on the manufacturer’s marketing channel. The distributor and the manufacturer are co-operators and, to some extent, rivals as well. Therefore, manufacturers should pay close attention to the risks that come from the relationship. From the aspect of the distributors’ capital and credit, this article analyzes the major factors and characters of the risks, and tries to put forward a solution to the problem:Quantify the risks with analysis-tree so as to provide a scientific approach to decision-making.更多还原