出版企业“走出去”的营销本土化风险及其控制体系研究

The Risk of Localization Marketing for Publishing Companies' Going out and Controlling System

出版企业开展营销本土化是其"走出去"的必然选择,但面临复杂的宏观环境和微观环境风险,必须建设完整的风险控制体系予以应对。这个体系包括:以全面风险管理理念为指导,建立营销本土化风险管理组织体系;构建风险预测系统;识别与评估风险;采取规避、减轻、分散、转移、接受等风险控制技术;事后的调适。

Localization marketing is an inevitable choice for the publishing companies when they ＂going out＂, but it faces complex macro environment and micro environmental risks. The companies must build a complete risk control system to counter it. This system includes： based on a comprehensive risk management concept, establishing localization marketing risk management system; building risk prediction system; identificating and assessing risks; taking avoidance, mitigation, dispersion, transferring and accepting risk control techniques; adjusting subsequent.