Marketing Channel Risk Management Of Garment Enterprises

Clothing enterprises

It refers to the sum of all kinds of adverse events or losses that occur during the whole process of the production of an enterprise from production to pfer to the consumer from the perspective of channel managers (usually manufacturers).

To be specific, it refers to the possibility, probability, variability and uncertainty of enterprise loss in the process of product pfer.

These losses are mainly the sum of the distribution channels that the enterprises choose to fail to fulfill, and can not meet the distribution goals and a series of adverse consequences.

Garment enterprise's marketing channel risk management is an integral part of the whole enterprise's marketing system, and also a key part.

Channel is the intermediate link of enterprise production and marketing, and also the key link of enterprise reproduction. If it is mismanaged, it will have a great impact on enterprises.

Therefore, risk management must be carried out.

Carrying out marketing channel risk management of garment enterprises can help enterprises achieve their marketing objectives first, and achieve maximum benefits with the smallest channel cost. Secondly, through the estimation of risks, the marketing elements that are most susceptible to loss or loss, the insurance measures are taken in advance to pfer risks. Finally, the best channel action plan can be selected by correctly estimating channel risks, comparing risks and benefits.

The risk of marketing channel of clothing enterprises is varied, and different risk categories can be divided from different angles.

According to the main body caused by channel risk, we can divide the channel risk into inner channel risk and external channel risk.

The internal channel risk means that the risk of channel is caused by the manufacturer or the manager of the channel himself.

The risk of internal channel comes from the problems of channel design, 4PS combination and management within the enterprise.

There are several situations.

Channel series risk.

For enterprises, when designing the channel, the first thing to consider is whether to build sales channels by themselves or through traditional sales channels.

Enterprises adopt self built channels, and enterprises will face two difficulties: first, they extend their functions of management and management, extend from the production field to the circulation field, and enterprises are faced with a difficult problem in channel management. Secondly, self built channels need a lot of financial support, which is also a major investment of enterprises, which makes enterprises face difficulties in capital operation.

If the revenue of self built channel is greater than that of traditional sales channels, then the enterprise is cost-effective, otherwise the enterprise will face greater difficulties.

No matter what the result is, there is a risk problem for enterprises to build their own channels.

If the enterprises adopt the traditional wholesale and retail sales channels, enterprises are also faced with the risk of choosing a series of channels: too many channels, high product prices, and the sales volume of products will be affected; and if the channels are too few, it is difficult for enterprises to occupy the market effectively.

Channel distribution risk.

The design of channel distribution is an important step to achieve the entire marketing goal of enterprises. The confusion and blindness of the layout of the channel will bring huge risks to the realization of the entire marketing goal.

The distribution of channels is related.

The occupation of the market area.

The problem of channel distribution will bring difficulties to the target market occupation of enterprises.

How to carry out the channel distribution in China's vast market is an important issue related to the market strategy of enterprises. If the distribution does not meet the requirements of the Chinese market, it will create risks.

Therefore, from the degree of concentration of channel distribution, it can be divided into centralized mass distribution risk and dispersed local risk distribution.