營銷風(fēng)險的規(guī)避策略與方法

摘要：

在日益激烈的市場競爭環(huán)境下，國內(nèi)企業(yè)的營銷風(fēng)險尤其是快速消費品行業(yè)的營銷風(fēng)險日益加劇，而國內(nèi)的快速食品行業(yè)對營銷風(fēng)險規(guī)避的意識還較為薄弱，這是影響企業(yè)難以持續(xù)發(fā)展的關(guān)鍵因素。華龍日清食品有限公司作為中國速食品行業(yè)代表，其營銷風(fēng)險的特點、產(chǎn)生的根源和規(guī)避的策略與方法最能體現(xiàn)國內(nèi)速食品行業(yè)的營銷風(fēng)險環(huán)境的特點。本文通過案例研究的方法對華龍日清食品有限公司營銷風(fēng)險進(jìn)行分析和研究，最終得出快速消費品行業(yè)營銷風(fēng)險規(guī)避的基本策略和方法，以對整個快速消費品行業(yè)規(guī)避營銷風(fēng)險的行為具有現(xiàn)實的指導(dǎo)意義。
關(guān)鍵詞：風(fēng)險規(guī)避；營銷風(fēng)險；華龍日清食品有限公司

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