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论文编号：	1167
作者编号：	042074
上传时间：	2009/6/10 22:43:41
中文题目：	家族企业营销风险研究
英文题目：	The Sales & Marketing Risks Re
指导老师：	李亚
中文关键字：	家族企业;营销风险;识别; 控制
英文关键字：	Family enterprise;Marketing ri
中文摘要：	近年来，中国经济发展迅猛，民营经济力量空前壮大，其主体为家族企业。改革开放以来, 我国一直提倡学习西方国家的先进管理理论、方法和经验,20 世纪90 年代以来更是提倡要建立现代企业制度, 谁也没有提倡建立家族企业, 谁也没有倡导用家族制的方法来管理企业, 但家族企业如雨后春笋般地建立起来, 用家族制的方法来管理企业成为70 %～80 %的民营企业的普遍管理模式。这不得不使我们得出这样一个结论: 家族企业在当代中国的社会土壤中有它生存的充分理由。家族企业在民营经济中占主导地位，巩固和发展这一战略地位，需要不断提高自身抗风险能力，其中对营销风险的管理提高尤为重要。 本文通过案例分析，统计分析，总结归纳的方法，层层渗入，研究分析家族企业营销风险管理的方法准则。通过文献综述，介绍了家族企业治理结构研究、家族企业生命周期理论、家族文化对家族企业的影响，提出了家族企业和营销风险的新定义，结合中国家族企业的特点概括出家族企业营销风险的种类，提出了家族企业营销风险管理问题。通过从外部环境和内部环境影响分析了家族企业营销风险产生机理，分析家族企业营销风险产生的原因。通过介绍营销风险管理工具和研究过程，从对家族企业风险管理的识别、衡量、评价与控制，科学总结出定性、定量的家族企业营销风险等级及控制方法，从而形成一套较为有针对性的家族企业营销风险管理机制，这也是本篇文章的主要创新点。文章最后结合案例分析，回顾家族企业营销风险关键因素模型，提出销售员风险、客户风险、产品风险的防范方法。
英文摘要：	In recent years, rapid economic development in China, an unprecedented expansion of private economic power, and its principal is the family business. Since reform and opening up, China has always advocated the study of Western countries advanced management theories, methods and experience, the 20th century, since the 90's is to promote the establishment of a modern enterprise system, no one has advocated the establishment of family business, no one has advocated use of the family system approach to manage the enterprise, but sprung up such as family business set up, use the family system approach to management of enterprises to become 70% ~ 80% of private enterprises in general management. This is so that we have to come to this conclusion: family business in contemporary Chinese society soil has sufficient reason for its survival. Family business at the private economy is dominated, the consolidation and development of this strategic position, need to continuously improve their ability to resist risks, including risk management to improve marketing is particularly important. In this paper, through case studies, statistical analysis summarized the method of infiltration layers, analysis of family enterprise marketing risk management guidelines Ways. Through literature review, introduction of the family structure of corporate governance research, Family business life cycle theory, family and cultural impact on the family business, put forward the family business and marketing the new definition of risk, combined with the characteristics of Chinese family business family business of marketing to generalize the types of risks to put forward a family enterprise marketing risk management issues. From the external environment and internal environmental impact analysis of the family enterprise marketing risk arising from the mechanism analysis of family enterprise marketing risk causes. Through the introduction of risk management tools and marketing research process, from the family enterprise risk management to identify, measure, evaluate and control, a scientific summary of the qualitative and quantitative family enterprise marketing risk and Level control method, thus forming a more targeted family enterprise marketing risk management mechanism, which is this article where the main innovation. Finally article combines case studies, recalling the family enterprise marketing risk management a key factor model, the risk of sales, customer risk, and product risk prevention methods.
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