Research on Transnational Marketing Risk and Evaluation Index System of Chinese Retail Enterprises

摘要：

Retail enterprises have to face complex international risks during transnational marketing.Based on the situation of Chinese retail enterprises,using Milers international risk model for reference,the paper analyzes three kinds of risks for retail enterprises transnational marketing.On the basis of these,a risk evaluation index system which aims at transnational marketing environment of retail enterprises is set and fuzzy comprehensive appraisal also introduced.At last,the system is used to analyze the case of Tiankelong Group.

关键词： retail enterprises transnational marketing risk evaluation

作者: Depeng Zhang Shulan Xiao Mengfei Lin

作者单位: School of Economics and ManagementGuangdong University of TechnologyGuangzhou,China,510520 School of Economics and Management Guangdong Institute of Science and Technology Zhuhai,China,519090

会议类型: 国际会议

会议名称: 2008 IEEE International Conference on Service Operations and Logistics, and Informatics(IEEE/SOLI’2008)(IEEE服务运作、物流与信息年会)

会议地点: 北京

会议语种:英文

在线出版日期: 2008-10-12（万方平台首次上网日期，不代表论文的发表时间）