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英国essay论文精选范文：“浅谈营销风险管理”，这篇论文讨论了营销风险管理。在激烈的市场竞争中，完全没有风险的机会是不存在的，而在企业所面临的各种风险中，市场营销风险最难以预测和防范的，其危害也是最大的。企业在经营过程中，遇到营销风险的话往往可能使企业遭受巨大损失，甚至使企业一蹶不振。市场营销已成为了企业得以生存和发展的关键因素之一，而企业市场营销风险管控能力则是企业管理水平高低的重要体现，能否管理好市场营销风险，就决定了企业的生死存亡。

A company is in a crucial period of great development, with the company "Twelve-Five" development plan in an orderly way, rapid expansion of industrial scale, sales revenue will increase, and concomitant marketing risk control more difficult, how to manage marketing risk, make sure that "Twelve-Five" the smooth implementation of development plans, significant to the healthy development of the company.

Identify risks is a prerequisite to manage risk, so we need to have a comprehensive understanding of marketing risk. In General, there are two main causes of enterprise marketing risk: one is caused by external factors change, the other is caused by internal factors. External factors including market demand changes, changes in the economic situation and economic policy, technological progress, rivals change, national policies and regulations as well as other external factors such as political and military factors, either directly or indirectly result in Enterprise Marketing risk. External risk is a systemic risk, only by enterprises themselves are difficult to prevent or control. External risks, business only through the strengthening of macro-and micro-economic analysis, weighing risks and dangers may be caused by external factors change, risk prevention and response measures, the risk appears minimal impact to business.

With external factors, internal factors of enterprises ' marketing risk tend to be caused by human factors, based on the full recognition of the internal risk, companies can avoid internal factors have contributed to the market by strengthening management of marketing risk.

The modern market is a buyer's market under the condition of market economy, must be customer-centric, marketing should always be around "all for customers" and carry out the work. If under the influence of the traditional planned economy, still maintain the traditional marketing ideas, continue to pursue a "product" as the Central error marketing concepts, marketing risks must occur.

Lack of mechanism for handling marketing risk and inadequate risk-management bodies, procedure is not standardized, weak implementation of systems, lack of supervision, not only can easily lead to marketing risk, but risk later, Enterprise it's hard to take effective measures in a timely manner to minimize losses.

Marketers lack of recognition and awareness of risk prevention, illegal operations, such as those relating to business marketers responsibility and quality issues will bring to enterprise marketing risk. In addition, marketers have certain powers independently, if marketers on corporate disloyalty or moral deficiency, also brings to the enterprise market risk, so that enterprises suffering heavy losses.

Because now the industry is competitive, many companies have adopted credit sales as a way to attract customers, expand sales. In cash after selling goods there is a risk of customer default on payment, and even the formation of bad debts.

Therefore, strengthening the internal management of marketing, improving risk management and control capabilities, the company is marketing the root and Foundation of risk management. Combined with the company's development situation, internal marketing, risk management and control work should primarily strengthen the following aspects:

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Companies should establish a market-oriented business philosophy, and straighten out the relationship between production, sales and performance evaluation. Under the influence of institutional problems, the company is unable to form an effective market-oriented production and sales mechanism, enterprise marketing more PIN or something they or stay in production stage. When markets were favourable to sellers of production, organization, sales patterns also seem to not have a negative impact, but once more when the market changes, firms may face because of huge oversupply in the fierce market competition, resulting in a product backlog, or risk losing customers and market, long-term adverse consequences for enterprises.

Establishment and perfection of enterprise marketing risk management system, strictly according to the operating system, ensuring that risk can be controlled.

Only the establishment of systematic sales system and risk management system, in order to fundamentally prevent marketing risk. 2010, a company market Marketing Department according to Yunnan metallurgical group Corporation about customer risk management of related requirements, combined company marketing work of reality, developed has customer risk management provisional approach, established up has system of customer funding letter management system, to prevention external risk, which including customer credit information of records, and customer funding letter archives of established and management, and customer credit risk analysis and on customer of credit risk dynamic monitoring measures,. Customer credit rating for different credit rating of the customer implement a differentiated credit policy. Meanwhile, the operational departments based on a risk management approach as the main basis, develop appropriate business operations manual, or business process management approach in order to prevent internal business risks. As the sales operations manual, procurement business process management methods and other, to further improve business processes, standardize business procedures, avoiding operations of arbitrary, starting from the detail risk occurs.

Establishment of enterprise marketing risk prevention and management body or set up allied air control posts, responsible for the marketing process risks are controlled. Establishing and perfecting enterprise marketing risk prevention and management of institutions, not only to deal with the risk, but also can identify different types of marketing risk prevention and treatment measures. Can minimize damage to enterprises and customers, on the other hand to take measures to stop the expansion and proliferation of risks as soon as possible, actively engaged in self-help. Marketing Department was established in the end of 2010 a full-time risk manager to supervise all operations carried out in accordance with the requirements of the relevant risk management in the Department, dynamic monitoring business risks at the right time, greatly enhancing the pertinence and effectiveness of marketing risk management.

Prevent marketers put the business at risk. First of all, carefully selected marketing staff, when the selection, conduct the most important capacity of the second, put an end to the moral character of material missing access to the marketing team. Secondly, the comprehensive monitoring of the marketing process, put an end to just marketing results regardless of the extensive management of the marketing process, managers from the signing of the contract, the execution of the contract tracking, return of the purchase price, service implementation and other aspects of the overall supervision and implementation. Thirdly, strengthening the cultural construction of marketing team. Pay attention to the training of young talents, promotion of learning and innovation, team members develop their own work-friendly sentiments and confidence, effective integration and improve the marketing of an individual to work in a team divided, opinions, expectations, and made the team cohesion strengthened. In addition, establish a "marketing team staff risk awareness", from the personnel recruitment, training, day-to-day management of the marketers are reinforced the risk awareness, marketers have a sense, establish a sense of responsibility, to guard against market risks also plays an important role.

To prevent the "wide" potential systemic risks. With the expansion of the company's industry, increased sales surge, business entities increases, the company's marketing efforts more broadly. How to effectively control market risk has become the holding company of the company marketing management of core and focus. At present, the sales subsidiary of the product as a whole, or "respectively for" subsidiary of this part is only a result of operation regardless of the process, once the major marketing in a company or a business risk, due to the lack of effective supervision and management mechanism of marketing subsidiaries, the company headquarters can not grasp the risk situation, or by failing to inform the treatment of risk and loss. Recommendations the company combed through marketing management, establish a unified marketing organization, to integrate the resources across the aluminum plate to achieve monopoly, there would be no disadvantage in the system, you can avoid future "wide", "respectively for the" possible risk and conflict. Even if the company is unable to achieve monopoly should also set up a special business management, the subsidiary undertakings are Omni-directional, whole-process tracking management, prevent the occurrence of systemic market risks of the aluminum plate.

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