Research on the Risk Management and Control of Mode Change of Marketing Channel: A Case Study of Suning Commerce

This paper divided the change risk of marketing channel into two types: internal risk(subject tissue change risk, operation cost risk, risk of channel behavior), and external risk(policy environment risk, competitive environment risk, technical environment risk). It applied the method of case study to delve into the major risk that Suning confronted in different stage of mode change of marketing channel through analyzing its evolution path. Through integrating Suning's experience in handling the change risk of marketing channel, this paper concludes as follows: in order to alleviate or avoid the change risk, firms should improve customer service ability, strengthen the management of channel relation and enhance the talent development.