出版科学 ›› 2015, Vol. 23 ›› Issue (1): 17-020.

• 博士论坛 • 上一篇    下一篇

出版企业“走出去”的营销本土化风险及其控制体系研究

曾荣平 侯景娟   

  • 出版日期:2015-01-15 发布日期:2015-01-15
  • 作者简介:曾荣平,经济学博士,江西《老友》杂志社副教授;侯景娟,江西《老友》杂志社编辑。

The Risk of Localization Marketing for Publishing Companies’Going out  and Controlling System

Zeng Rongping Hou Jingjuan   

  • Online:2015-01-15 Published:2015-01-15

摘要:

出版企业开展营销本土化是其“走出去”的必然选择,但面临复杂的宏观环境和微观环境风险,必须建设完整的风险控制体系予以应对。这个体系包括:以全面风险管理理念为指导,建立营销本土化风险管理组织体系;构建风险预测系统;识别与评估风险;采取规避、减轻、分散、转移、接受等风险控制技术;事后的调适。

关键词: 营销本土化/ 全面风险管理/ &ldquo, 走出去&rdquo, / 风险控制体系

Abstract:

Localization marketing is an inevitable choice for the publishing companies when they“going out ”,but it faces complex macro environment and micro environmental risks. The companies must build a complete risk control system to counter it. This system includes: based on a comprehensive risk management concept, establishing localization marketing risk management system; building risk prediction system; identificating and assessing risks; taking avoidance, mitigation, dispersion, transferring and accepting risk control techniques; adjusting subsequent.

Key words: Localization marketing/ Comprehensive risk management/ &ldquo, Going out&rdquo, / Risk control system