生产性服务企业营销渠道风险的成因与防范  

On the Causes and Provention of Marketing Channel Risk of Producer Service Enterprises

作　　者：刘琦[1] 

机构地区：[1]华侨大学工商管理学院,福建泉州362021

出　　处：《内蒙古财经学院学报（综合版）》2011年第4期147-149,共3页Journal of inner Mongolia finance and economics college

摘　　要：本文研究了生产性服务企业营销渠道特征,分析了营销风险形成原因。根据营销渠道在构建、运营和调整三个阶段的成因分析,将生产性服务企业营销渠道的基本原则确定为柔性原则,在柔性原则的基础上,提出了营销渠道风险防范对策和建议,从而最大限度地减少营销渠道风险对生产性服务企业的损失。This paper studies the features of marketing channel of producer service enterprises,analyzes the causes for marketing risks,and defines the basic principle of market channel of producer service enterprises as flexible principle according to the analysis of causes for construction,operation and adjustment of market channel.On the basis of flexible principle,the writer puts forward countermeasures and suggestion against marketing channel risks so as to reduce the loss caused by marketing channel risk to producer service enterprises.

关 键 词：生产性服务企业 渠道风险 柔性能力 

分 类 号：F272.3[经济管理—企业管理]