服饰品牌企业营销风险实证研究

Empirical Research of Marketing Risk for Clothing Brand Enterprises

为了衡量服饰品牌企业在营销过程中所遇到的风险,本文运用了"服装企业营销风险评价指标体系",遴选运动服饰中?5?家典型上市品牌企业为例(李宁、安踏、特步、361度、匹克),对其营销风险进行了实际测评,并对该测评结果进行分析,为运动服装企业及时发现营销风险、适当规避和应对营销风险提供借鉴。

In order to measure the risk of clothing enterprises in the marketing process,this paper used ' The marketing risk evaluation index system for clothing enterprise ' to evaluate the marketing risk of five listed sportswear brands enterprises in China,including Li-Ning,Anta,Xtep,361°and Peak.At the same time,this paper analyzed the survey results,providing a reference for sportswear enterprise to timely detect and properly handle the marketing risk.