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

作　　者：曾荣平[1] 侯景娟 

机构地区：[1]南昌大学经济管理学院,南昌330031 [2]江西<老友>杂志社,南昌330031

出　　处：《出版科学》2015年第1期17-20,共4页Publishing Journal

摘　　要：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.

关 键 词：营销本土化 全面风险管理 “走出去” 风险控制体系 

分 类 号：G231[文化科学]