【作者】 杨玉梅；

【导师】 段颖希；

【作者基本信息】 四川大学 ， 企业管理， 2007， 硕士

【摘要】 营销渠道作为连接企业与消费者的重要纽带，对企业的经营和发展具有十分重要的意义。尤其是在这样一个分销时代，营销渠道作为企业的关键资源，其运作效率直接影响着企业的市场地位。但是，由于营销渠道具有主体多样化、复杂化、利益分散化的特点，使它的可控性和使用性不如“产品”、“价格”和“促销”这三大营销工具，使企业在运用它时常常面临着更多的风险。目前，营销渠道风险的管理已经成为众多管理者和企业家的软肋，如何对营销渠道风险进行预防和控制已成为十分紧迫的问题。有鉴于此，本文从生产商的角度出发，以营销渠道风险为研究对象，试图建立一套较为完善的营销渠道风险预警管理体系，以加强对营销渠道风险的预防和控制，尽量避免其给企业带来不利影响。首先，通过绪论这一章介绍了本文研究的背景、内容、意义和创新点。其次，在文献综述中介绍了国内外对营销渠道理论、风险管理理论、经济预警理论和营销渠道风险预警管理理论的研究情况。在文献回顾的基础上，本文对风险和营销渠道风险的概念作了界定，并从营销渠道的定位、设计、运作、管理这样一个作业链的角度，把营销渠道风险划分为四种：营销渠道定位风险、营销渠道设计风险、营销渠道运作风险和营销渠道管理风险。接着，本文对营销渠道风险预警管理的目标、基本方法作了简要介绍，并决定通过采用指标体系法来实现对营销渠道风险的预警管理。随后，阐述了如何设计营销渠道风险预警指标体系，在这部分详细介绍了营销渠道风险预警指标体系构建的原则、具体预警指标形成的方法以及预警指标的检验方法。接着，深入探讨了指标预警的方法、营销渠道风险预警警限的确定以及各预警等级的应对策略。此外，为了更有效地预防和控制营销渠道风险，最大限度的减少风险对营销渠道和企业的危害，本文还提出了营销渠道风险管理的技术和策略。最后，总结了本文研究的成果、不足之处以及进一步的研究方向。更多还原

【Abstract】 Marketing channel plays an important part in connecting enterprises and consumers, it is very important to enterprise’s management and development. Nowadays, as enterprise’s crucial resource, marketing channel’s operation efficiency has a direct effect on enterprise’s position in the competition. However, marketing channel’s main body are so multiplex, complicate and dispersive that its controllability is inferior to "the product", "the price" and "the promotion". Therefore, enterprises face more risk when they make use of it. Nowadays, how to prevent and control marketing channel risk becomes extremely important and urgent.Under such premise, the author attempts to establish a set of marketing channels risk early-warning management system to prevent and control marketing channel risk.Firstly, this dissertation introduces the background, content, significance and innovation of this study. Secondly, this dissertation present research situation at home and abroad. It gives a brief introduction of marketing channel theory, risk management theory, economic early-warning theory and marketing channel risk early-warning management theory. Thirdly, this dissertation defines the concept of risk and marketing channel risk. Then, according to the clue of the channel localization, the design, operation and management, this dissertation classifies the marketing channel risk into four kinds: marketing channel locating risk, marketing channel designing risk, marketing channel operating risk and marketing channel managing risk. Fourthly, this dissertation briefly introduces the objective and basic approach of marketing channels risk early-warning management. Compared with other early-warning systems, the early-warning index system is more mature, so this dissertation decides to adopt this system to achieve the target of the marketing channel risk early-warning management. In this part, this dissertation describes how to establish the marketing channels risk early-warning management system. At the same time, this dissertation also puts forward early-warning countermeasures to deal with different ranks of marketing channel risk. In order to prevent and control marketing channel risk more effectively, this dissertation proposes some other tactics and strategies .In the end of this dissertation, the conclusion, insufficiency and the direction of further research of this study are put forward.更多还原