中国零售企业跨国营销的风险评估及管理研究  

Research on the Risk Assessment and Management of Chinese Retail Enterprises' Cross-border Marketing

作　　者：林红菱[1] 张德鹏[1] 

机构地区：[1]广东工业大学经济管理学院,广东广州510520

出　　处：《国际经贸探索》2009年第6期75-79,共5页International Economics and Trade Research

基　　金：广东省软科学项目(2008B070800070)

摘　　要：跨国营销的巨大经济效益和市场前景对中国零售企业有很强的吸引力,但也不可避免地存在风险。文章在跨国营销风险管理理论基础上,对跨国营销的风险进行分类并构建风险评估指标体系,采用模糊综合评价法对其进行评估,并提出针对不同类型国家应侧重的风险管理策略。Cross-border marketing has a huge economic benefit and market prospect for the development of Chinese retail enterprises, but inevitably there is a potential of risk. Based on the theory of cross-border marketing risk management, this paper classifies the risks of cross-border marketing, constructs a risk assessment indicator system, assesses it by using the method of fuzzy comprehensive evaluation, and then proposes some corresponding risk management strategies for different types of countries.

关 键 词：零售企业 跨国营销 风险评估 风险管理 

分 类 号：F276.7[经济管理—企业管理]