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
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;
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
DOI :
10.1109/SOLI.2008.4682974
