营销渠道风险评价的实证研究——兼评格力电器的渠道风险

Empirical Research on Risk Evaluation of Marketing Channels——Take Gree Corp.as Example

本文以营销管理理论、风险管理理论为基础,依据营销渠道风险的评价指标体系,综合运用模糊数学、统计分析等多学科知识和方法,结合格力电器的渠道状况,对营销渠道风险进行了实证研究。结果显示,目前格力电器的渠道风险处于中等状态。

Based on the theories of marketing management and risk management and then according to the indexe systems to evaluate marketing channel risk, this paper investigated the risk situation of marketing channels and estimated the risk of marketing channels of Gree corp. with the fuzzy integrative evaluation method and statistics analysis method and so on. As the result, it found that the risk of marketing channels of Gree corp was in the degree of medium.