How to effectively prevent quality risks and promote product quality improvement, enterprises have continuously improved and updated preventive measures in recent years.

I. Definition of Marketing Risk Marketing risk refers to the state that marketing activities are damaged or even failed due to unfavorable environmental factors in the process of marketing activities. In the process of marketing activities, enterprises must analyze the possible risks in marketing, take precautions, formulate control measures and plans, and finally realize the marketing objectives of enterprises. Marketing mainly includes four risks: 1 and product risk. Product risk refers to the state that the product has no market in the market. Product risk includes product risk, product function quality risk, product listing opportunity risk, product market positioning risk, product brand trademark risk and so on. (1) Product design risk refers to that the products designed by enterprises are outdated or too advanced to meet the needs of market customers. (2) The risk of product function quality mainly refers to the products sold by enterprises, and the function quality is insufficient or excessive, which cannot fully meet the needs of users. (3) The timing risk of products entering the market refers to the improper timing of products entering the market. (4) The risk of product market positioning means that the characteristics of the product do not meet the requirements of market customers. (5) Product brand trademark risk refers to the state when brand-name products are infringed or improperly maintained, which damages the reputation of brand-name products. First, it is infringed by external enterprises or individuals; Second, the brand registration is timely, and others register; Third, after the brand is formed, its reputation is damaged due to negligence or improper maintenance. 2. Pricing risk. Pricing risk refers to the state that the improper price set by enterprises for products leads to intensified market competition, or the interests of users are damaged, or the profits of enterprises are damaged. Pricing risks include: (1) low price risk. Low price means setting the price of the product lower. On the surface, low prices are beneficial to sales, but setting low prices is not feasible for any product at any time. On the contrary, setting the product at a low price will, on the one hand, make consumers doubt the quality of the product, on the other hand, it will also narrow the space for price reduction in enterprise marketing activities and increase the difficulty of sales. Secondly, the low price of products depends on extensive consumer demand and remains stable for a long time. In fact, the demand of consumers has been changing, so the price dependence of enterprises is very fragile. (2) The price risk is high. High price means that the enterprise sets the product price higher and the profit of the single product is larger. The risks of high-priced products are mainly as follows: first, high-priced products make the market competition incandescent, leading to the failure of high-priced targets; Second, high prices make product marketing difficult, because low-income people will be discouraged by high commodity prices; Third, setting high prices is also easy to harm the interests of customers, especially the enthusiasm of consumers in the early stage. (3) the risk of price changes. There are three main forms of price changes, one is from high price to low price, that is, price reduction; Second, the change of commodity prices from low prices to high prices, that is, price increases; Third, the product price of this enterprise remains unchanged because the market competition has led to the change of product price. In enterprise marketing activities, if price changes are not handled properly, it will often lead to unfavorable situations. For example, price reduction will trigger a vicious price war between competitors, and price increase will make consumers switch to buy competitors' products, thus leading to customer loss. 3. Distribution channel risk. Distribution channel risk refers to a series of adverse consequences caused by the failure of the distribution channel selected by the enterprise to fulfill its distribution responsibilities and achieve its distribution objectives. Distribution channel risk includes distributor risk, storage and transportation risk and payment recovery risk. (1) Distributor risk. Most enterprises choose distributors to sell their products. If enterprises make mistakes in choosing distributors, it will be difficult to achieve the expected purpose. The risks of dealers are mainly manifested as: the strength of dealers does not adapt to the sales conditions of enterprise products, the geographical location of dealers is not good, the dealers can not coordinate or even conflict, and other breach of contract by dealers. (2) Storage and transportation risks. Storage and transportation risk mainly refers to the loss of goods caused by storage, transportation and transportation. It is mainly manifested in three forms: first, the loss of commodity quantity, second, the loss of quality, and third, the loss of delivery time. (3) Risk of goods recovery. Mainly refers to the phenomenon that the enterprise can't recover the payment from the dealer in time according to the contract, and the payment is occupied and lost. The risk of payment recovery is a very difficult problem faced by most enterprises in China at present. Its main manifestations are: dealers maliciously default and occupy the payment for goods, and dealers are unable to support them because of operational difficulties. 4. Promote risks. Mainly refers to the state that the promotion activities of enterprises are blocked, damaged or even failed due to improper promotion activities or unfavorable factors that interfere with promotion activities. Promotion risks include advertising risks, personnel promotion risks, business promotion risks and public relations risks. (1) advertising risk. Mainly refers to the use of advertising to promote sales, but did not achieve the expected results. Enterprises must pay certain fees to advertising companies for advertising promotion. These expenses paid by enterprises are special, that is, the effect of the expenses is immeasurable. Although a large number of examples have proved that advertising can promote sales, this is only after the fact. It is impossible to estimate in advance whether and to what extent sales can be promoted. (2) Risk of human trafficking. It refers to the state that sales personnel fail to promote products due to subjective and objective factors. Promotion risks include various states presented by the incompleteness of knowledge, skills and sense of responsibility of promoters. Although personnel promotion is a traditional and effective promotion method, it will also bring losses to enterprises if it is used improperly. Especially in the case that most enterprises pay their salesmen according to their sales performance, problems are more likely to occur. (3) Marketing promotion risk. Marketing promotion refers to a promotional measure taken by enterprises to attract customers and stimulate purchases in a short time. If the content, method and time of enterprise marketing promotion are not properly selected, it will be difficult to achieve the expected effect. (4) Public relations risk. The purpose of public-private relations in enterprises is to establish a good social image for enterprises or their products and to open up a relaxed social environment for marketing. The public * * * relationship needs to pay the cost. If the cost fails to achieve the expected effect, or even has no effect or negative effect, it will form the public * * * relationship risk. Second, the analysis of the causes of marketing risk In essence, there are two main causes of marketing risk: one is caused by subjective factors of enterprises, and the other is formed by objective factors of market environment. 1, subjective factors of marketing risk. From the perspective of marketing risks and several phenomena, the first reason for the risks is that enterprises have not got rid of the influence of the traditional planned economy system and still maintained the traditional marketing concept. During the planned economy period, the supply of goods was in short supply, and the traditional marketing concept pursued the principle of fixed sales by production. What kind of goods the enterprise produces, what kind of products the customers will consume. Modern marketing concept pursues the principle of production on demand and fixed production by sales, emphasizing the organization of production and business activities according to market demand. Under the condition of modern market economy, the supply of goods is relatively surplus, and consumption is a sovereign behavior of consumers. The wrong marketing idea of an enterprise will inevitably lead to the wrong behavior, and the wrong behavior will lead to risks. Secondly, enterprise decision makers are used to making marketing decisions by subjective imagination. In the end, it will lead to a backlog of products and the retention of funds. Third, enterprise marketing managers and marketers do not understand market rules, norms or regulations, and it is also easy to cause marketing risks. Under the market economy system, in order to maintain a fair competition environment, a series of rules and regulations have been formed for a long time (such as relevant national laws and regulations, industry codes of conduct, practices, etc.). If an enterprise's marketing activities violate market rules and regulations, it will be sanctioned by national laws in the worst case, and will be resisted, obstructed and jointly countered by other enterprises in the same industry in the worst case, which will eventually make the enterprise fail. There are inherent laws and mechanisms in the operation of market economy, such as supply and demand, price, price mechanism and competition mechanism. If the marketing behavior of an enterprise violates the laws of market economy, or if these laws cannot be used reasonably and effectively, marketing risks will arise. Fourth, enterprises lack the experience and knowledge to deal with marketing risks. When enterprises have marketing risks, they can't control the risks in time because of the lack of experience and knowledge in dealing with marketing risks. For example, the Changde incident of Zhu San Oral Liquid in June, 1996, was due to the lack of corresponding experience and knowledge in crisis management, which eventually led to a heavy blow to the enterprise-the individual risk caused by one incident evolved into the overall risk of the whole enterprise. Fifth, enterprises do not know enough about the harm of marketing risks. In China, it is difficult to find an organization to deal with the risk crisis, and the risk crisis management in enterprise marketing management is often ignored. These are all manifestations of lack of vigilance against potential risks. "Huijishan" brand rice wine produced in Shaoxing, Zhejiang Province is a famous brand in China, and it is also very popular in Japan. In the long-term sales process, I didn't realize the risk of not applying for a registered trademark. As a result, I registered in Japan first, which led to the sales of the company in Japan being controlled by others. Finally, I bought back my own trademark at a cost of 654.38 million US dollars. Some enterprises, when there are signs of marketing risks, or when risks occur, always look on the bright side with luck, but they don't know enough about their hazards, which delays the best opportunity to deal with them and leads to great disasters. Hangzhou Yuzheng Trading Co., Ltd. is an enterprise engaged in raw material trade. When supplying a batch of raw materials to an enamel factory in Hangzhou, it was found that the operation of the factory was very abnormal, but the manager of the company thought that it was no problem to recover tens of thousands of yuan. As a result, an enamel factory stopped production and the payment was delayed. The company sent staff to urge again and again. The factory director has repeatedly promised that the company manager believes in his promise and believes that if he is lucky, the money can be recovered. The final result is that the factory is declared bankrupt by the court, and Zhengyang Company is waiting for the court's notice of creditor's rights declaration. Sixth, the enterprise information is ineffective, which is also an important reason for the risk. Enterprises don't know enough about collecting relevant information such as users, middlemen and competitors in time, don't conduct credit investigation on trading objects, and blindly conduct business dealings, which eventually leads to risks. A large number of cases of being cheated in the current market belong to this category. 2. The objective reasons of marketing risk. Marketing activities are influenced and interfered by various environmental factors outside the enterprise, which leads to marketing risks. Enterprises must study these reasons. (1) The objectivity of market demand changes is the primary factor leading to the objective existence of marketing risks. With the establishment, development and perfection of China's market economic system, the production and operation activities of enterprises are increasingly restricted by market demand. Market demand is a constantly changing uncontrollable factor. The market demand faced by enterprises in China has changed from quantitative demand to quality demand, and is evolving to personalized demand. This change in market demand, on the one hand, is the inevitable result of economic development, and at the same time, it further promotes social and economic development. When the marketing activities of enterprises do not adapt to the changes in market demand, marketing risks will arise. It is an objective trend that the market demand changes from low-level to high-level, from quantity to quality, and from group to individual. Without fully understanding its objectivity and trying to adjust marketing activities, marketing risks will inevitably arise. (2) Changes in the economic situation and economic policies create marketing risks. In the past two decades, the social and economic situation in China has undergone earth-shaking changes: the gross domestic product (GDP) is 1.985 and 45 1.7 respectively. 800 million yuan; 200 1 year was 9,593.3 billion yuan, an increase of nearly 2 1. 24 times. Looking at all aspects of China's economy, it is changing rapidly, and it is still changing rapidly. Judging from the global economic situation, the degree of interconnection and influence among countries' economies is also rising further. Changes in the economic situation of one country in the world have also led to changes in the economic situation of other countries. Especially at the end of 20th century and the beginning of 20th century, some major economic events, such as Southeast Asian financial crisis, Mexican financial storm, American new economic wave, European economic integration, China's successful entry into WTO, and the recent depreciation of the yen, further aggravated the changes in the economic situation of all countries in the world. The economic situation, whether gradual or drastic due to emergencies, will directly or indirectly affect and determine the marketing activities of enterprises. When a change presents unfavorable factors, it will produce marketing risks. For example, after China's entry into WTO, enterprises not only have to face domestic counterparts, but also international counterparts will come to challenge, so the difficulty of marketing will increase and the risks will increase. In addition, in order to adapt to the changes in the economic situation and promote economic development, the policies guiding the economy are also changing. For example, in the early 1990s, our government implemented the policy of economic contraction, and in the middle and late 1990s it changed to the policy of economic expansion. The change of national economic policy leads to the change of economic situation and market demand, and also brings risks to the marketing activities of enterprises. (3) Scientific and technological progress is another factor that leads to marketing risk. The change of science and technology has a dual effect on the marketing activities of enterprises: on the one hand, scientific and technological progress provides new opportunities, new ways and methods for the marketing activities of enterprises, and enriches and develops the marketing activities of enterprises; On the other hand, every change of new technology also means the elimination of the original technology. From this perspective, it also poses a threat to the marketing activities of enterprises. A typical example is the computer technology Internet and network marketing based on it. The impact of network marketing on traditional marketing is very fierce. At present, online marketing in China is not popular, but it is mature in the United States, and the online shopping transaction volume reached 6.6 billion dollars in 2000. If the Internet is popularized in China, network marketing will also become a brand-new marketing method and be widely used. If you don't understand online marketing, you may put the enterprise in a very dangerous situation. The progress of science and technology will have a great impact on marketing organization structure, marketing personnel structure, marketing strategy and tactics, marketing methods and so on. This will lead to changes. Change means not only new opportunities, but also risks. (4) Other external factors. Political factors and military factors will indirectly produce marketing risks, such as "9. The "1 1" incident triggered the American-Arab war, and the resulting economic downturn in the United States indirectly affected the marketing performance of some enterprises; Whether a country's internal political situation is stable or not, the diplomatic and cooperative relations between countries will also affect and produce domestic marketing risks and international marketing risks. Iii. Control of marketing risks 1. Strengthening the investigation and study of marketing environment is the fundamental measure of marketing risk control. Enterprises must go deep into the market and conduct investigation and research from the beginning of product design to the whole process of positioning, distribution and promotion activities. Through market research activities, master relevant intelligence information, including customer demand information, competitor information, national macro-economy and corresponding policy information, international political and economic situation and other information. The marketing activities of enterprises must be smooth on the basis of fully grasping relevant information, otherwise the marketing activities of enterprises will be risky. COFCO Metersbonwe Bang Wei is a manufacturer of packaging products, providing packaging products for many manufacturers. In recent years, marketing risks have been effectively controlled and accounts receivable have been recovered. Enterprises stipulate that when marketing personnel sell products, they should go with the goods, and after the goods arrive, they should inspect the goods with customers on the spot and go through the corresponding procedures. At the same time, marketers must also know the corresponding information of customers, such as whether the product sales are normal or not, whether there is a need for useful money, etc. And through the on-site investigation of marketing personnel, analyze and judge whether the transaction is risky. For example, in the business dealings with a beverage company, the company found that someone was urging money and the company's product library was rising, so it adjusted the supply method to the company in time. Later, the beverage company declared bankruptcy, and many suppliers were unable to recover the payment, while COFCO Metersbonwe Bang Wei was unscathed. 2. Establish risk prevention and handling institutions. In the ever-changing market environment, business risks may occur at any time, so it is equally important to establish risk prevention and handling institutions as well as marketing institutions. The work of the risk prevention and treatment team should include the following aspects: first, establish the rules and regulations of enterprise internal risk prevention and supervise the implementation of the system; The second is to investigate and study relevant information and materials, and analyze and evaluate the information and capabilities of corporate customers; The third is to carry out risk handling drills in daily management to improve the ability to deal with risks and strengthen the awareness of employees' risk prevention; Fourth, after the enterprise has risks, the risk prevention and handling institutions will handle the risk events in a unified way. A city can't live without the fire department. Similarly, enterprises cannot do without risk prevention and treatment institutions. 3. Face risks correctly. When risks appear, how to face them is the key to decide whether they can be handled correctly and smoothly. The occurrence of risks will bring harm to enterprises, and may also bring harm to society and customers. Enterprises should first face the society and customers honestly, on the one hand, minimize the damage to society and customers, on the other hand, take measures quickly to stop the expansion and spread of risks. If enterprises evade, shirk or even make excuses after risks appear, they will expand risks and increase losses. From June 65438 to June 0999, the European Coca-Cola beverage pollution incident was a risk faced by Coca-Cola Company. The measures taken by Coca-Cola Company are as follows: First, the company's top management flew to Belgium and France to deal with the beverage pollution incident and apologized to the victims. The second is to entrust an authoritative organization to investigate the causes of risks and announce the results to the public. Third, control and influence the source of information release. Through a series of measures, the company finally succeeded in controlling the degree of risk damage. Another example is 1996 Changde, Hunan province-the customer took three kinds of oral liquids and died of other diseases, which caused the risks of three companies after media reports. Faced with this risk, the three companies refused to admit it at first, and then passed the buck to each other. Finally, the defendant went to court, and the risk was getting bigger and bigger, which eventually led to the disaster of the three companies. 4. Act according to law. After the emergence of enterprise risks, enterprises should quickly use legal weapons to deal with risks. In order to regulate market behavior, protect fair competition and safeguard the legitimate rights and interests of enterprises, the state has formulated a series of relevant economic laws and regulations, such as contract law, price law and anti-unfair competition law. Enterprise decision-makers should understand the corresponding laws and regulations and act according to law in marketing activities. In daily business dealings, for some businesses with potential risks, enterprises must first identify and sign contracts according to law, and identifying and signing contracts is the first threshold to prevent risks. Secondly, when the other party causes risks to the enterprise, it is necessary to act decisively and actively seek legal ways to deal with the risks. 5. Improve the quality of employees. Some risks in enterprise marketing activities are caused by the low quality of employees or other subjective factors. For example, the sales staff of some enterprises are unfamiliar with the relevant knowledge of the products sold, sales are blocked, or the lack of sense of responsibility leads to the failure to recover the payment in time, resulting in losses, which are all marketing risks caused by the quality problems of employees. Therefore, strengthening the training and improvement of staff quality is one of the important measures to control the marketing risk of enterprises. The quality training of enterprise employees should include their political quality, cultural quality, professional quality and moral quality. For the front-line employees in marketing, the improvement of their comprehensive quality directly affects the marketing of enterprises, so it is more urgent and important to strengthen their training. In the assessment of marketing personnel, it is very important for enterprises to pay attention to the assessment of sales and profits, and the assessment of their sense of responsibility is as important as the assessment of risk prevention. At present, the sales realized by many enterprises are large on the books, but the actual sales funds are not ideal, and some funds may become suspense accounts or dormant account. Therefore, marketers should not only strive to increase sales, but also pay attention to risk prevention.