| 服装企业营销风险浅析 |
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| 引用本文： | 董美偲,宁俊.服装企业营销风险浅析[J].山东纺织经济,2011(10):46-48. |
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| 作者姓名： | 董美偲 宁俊 |
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| 作者单位： | 北京服装学院 北京 100029 |
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| 基金项目： | 北京市教育委员会科技计划面上项目(项目编号:201110012007) |
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| 摘 要： | 服装行业竞争激烈,营销的成功与否已成为服装企业生存和发展的关键,营销过程中的各种不确定性因素会对服装企业的盈利能力产生影响。为了识别服装企业的营销风险,本文根据营销环境中不可控制因素和可控制因素的划分,将服装企业营销风险划分为宏观营销风险和微观营销风险,并对这两种风险进行了细分和阐述。
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| 关 键 词： | 服装企业 营销 风险 |
Analysis of Clothing Enterprise Marketing Risk |
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| Dong Meicai,Ning Jun.Analysis of Clothing Enterprise Marketing Risk[J].Economy of Shangdong Textile,2011(10):46-48. |
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| Authors: | Dong Meicai Ning Jun |
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| Institution: | (Beijing Institute of Fashion Technology,Beijing 100029,China) |
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| Abstract: | The competition of clothing industry is fierce.The success of marketing has become the key to the survival and development of the clothing enterprise,and the uncertainty factors during the marketing process will impact their profitability.This text divides the clothing enterprise marketing risk into macro-and micro-marketing risk according to the uncontrollable and controllable factors in marketing environment and elaborates them respectively. |
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| Keywords: | clothing enterprise marketing risk |
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