营销风险的规避策略与方法.doc

营销风险的规避策略与方法

摘要：

在日益激烈的市场竞争环境下，国内企业的营销风险尤其是快速消费品行业的营销风险日益加剧，而国内的快速食品行业对营销风险规避的意识还较为薄弱，这是影响企业难以持续发展的关键因素。华龙日清食品有限公司作为中国速食品行业代表，其营销风险的特点、产生的根源和规避的策略与方法最能体现国内速食品行业的营销风险环境的特点。本文通过案例研究的方法对华龙日清食品有限公司营销风险进行分析和研究，最终得出快速消费品行业营销风险规避的基本策略和方法，以对整个快速消费品行业规避营销风险的行为具有现实的指导意义。
关键词：风险规避；营销风险；华龙日清食品有限公司

The study on method and strategy of marketing risks-evading
——Exploration on marketing risks-evading method and strategy of NissinHualong Food Group Co., Ltd


Abstract：Under the condition of sharp market competition, domestic enterprises, especially those fast-consuming industries are faced with increasing marketing risks. But means and consciousness of risk-evading of domestic fast-consuming industry are poor. As a model of China's fast-consuming industry, NissinHualong Food Group Co., Ltd, feature of marketing and its means of risk-evading are perfect reflection of domestic fast-consuming industry's characteristic of marketing risk environment. With a approach of case study, by classifying, analyzing and studying the marketing risks of NissinHualong Food Group Co., Ltd, this thesis finds the ways and means of marketing risk-evading. This can serve as guideline to the fast-consuming industry for their conducts of marketing risk-evading.
Key words: risks-evading；marketing risks；NissinHualong Food Group Co., Ltd