DocumentCode
3506465
Title
Research on transnational marketing risk and evaluation index system of Chinese retail enterprises
Author
Zhang, Depeng ; Xiao, Shulan ; Lin, Mengfei
Author_Institution
Sch. of Econ. & Manage., Guangdong Univ. of Technol., Guangzhou
Volume
2
fYear
2008
fDate
12-15 Oct. 2008
Firstpage
2592
Lastpage
2597
Abstract
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.
Keywords
economic indicators; fuzzy set theory; marketing; risk analysis; Chinese retail enterprise evaluation index system; Miler international risk model; fuzzy comprehensive appraisal; transnational marketing risk analysis; evaluation; retail enterprises; risk; transnational marketing;
fLanguage
English
Publisher
ieee
Conference_Titel
Service Operations and Logistics, and Informatics, 2008. IEEE/SOLI 2008. IEEE International Conference on
Conference_Location
Beijing
Print_ISBN
978-1-4244-2012-4
Electronic_ISBN
978-1-4244-2013-1
Type
conf
DOI
10.1109/SOLI.2008.4682974
Filename
4682974
Link To Document