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

被引：2

作者：

Zhang, Depeng ^{[1
]}

Xiao, Shulan ^{[1
]}

Lin, Mengfei ^{[2
]}

机构：

[1] Guangdong Univ Technol, Sch Econ & Management, Guangzhou 510520, Guangdong, Peoples R China

[2] Guangdong Inst Sci & Technol, Sch Econ & Management, Guangzhou 519090, Guangdong, Peoples R China

来源：

IEEE/SOLI'2008: PROCEEDINGS OF 2008 IEEE INTERNATIONAL CONFERENCE ON SERVICE OPERATIONS AND LOGISTICS, AND INFORMATICS, VOLS 1 AND 2 | 2008年

关键词：

retail enterprises; transnational marketing; risk evaluation;

D O I：

10.1109/SOLI.2008.4682974

中图分类号：

TM [电工技术]; TN [电子技术、通信技术];

学科分类号：

0808 ; 0809 ;

摘要：

Retail enterprises have to face complex international risks during transnational marketing. Based on the situation of Chinese retail enterprises, using Miler's 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.

引用

页码：2592 / +

页数：2

共 8 条

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