营销渠道的风险链与风险传递

Risk Chain and Risk Transmission of Marketing Channel

营销渠道已成为当今企业的有效竞争工具,是企业竞争的焦点。渠道风险管理是企业营销渠道建设的重要内容。从营销渠道的风险链的类型出发,分析了其传递的方式与途径,并运用马尔可夫模型对其传递做了定量的研究。期望从风险传递的机理出发,为企业营销渠道的风险防范提供决策依据。

Marketing channels is an effective tool of competences, and it has become the key that enterprises compete. The risk management of marketing channel is the important content of marketing management. The types of marketing channel risk chains are analyzed. On this basis, the forms and ways of marketing channel risks are discussed, and Markov model is used for quantitative analysis of channel risk transmission. The aim is to reveal the channel risk transmission principle, and provide the theoretical basis for decision - making of marketing channel risk prevention.