Government Behavior In Risk Management Of Garment Enterprises' Marketing Channel

Government's right

The necessity of marketing channel risk management behavior and the difference of stakeholders are the main causes of the marketing channel risk of garment enterprises.

The marketing channel risk of garment enterprises is, in a sense, the result and necessity of the externalization of the contradiction between the industrial and commercial clothing enterprises. It is more difficult and complicated to rely solely on the distribution and management of profit distribution by the industrial and garment enterprises, or to control the whole channel system by relying solely on their own strength and will.

In particular, at different times, the comparison of the strength of each garment enterprise will change, which will bring adverse effects to the management of the garment enterprises. For example, now, in the buyer's market, because the retail terminal is the closest to the market and the customers are accustomed to buying and consuming in the large supermarkets, the strength of the terminal in the whole channel will be strengthened, so the clothing enterprises will want to control it and it will be impossible to do so, and they often have to respect it for three points.

Even in the same period, the acceptance of different products in the market will also lead to changes in the channel strength of the industry and commerce, which will bring a lot of trouble to the management of the garment enterprises.

Therefore, it is inevitable to regard the channel as a systematic management according to the system theory and reduce the internal friction.

In the large system of marketing channel risk management of garment enterprises, there are industrial clothing enterprises and commercial clothing enterprises, and clothing enterprises of service nature. The risk of the system is not enough only relying on the methods mentioned above.

Therefore, in this system, a public servant with command and regulation system function is needed, that is, the government appears to play its role.

Government carries on the clothing enterprise

The way of management is to establish a fair and competitive market environment in the marketing channel system.

To eliminate barriers to regional markets and speed up market circulation, in a market with vast territory and uneven economic development, the government has also artificially brought obstacles to market circulation due to political achievements.

In this way, clothing enterprises will inevitably encounter systematic risks in the design, layout and operation of marketing channels, and the lifting of such risks has unexpected results.

In order to break the unfair treatment of garment enterprises' marketing channels in the regional market, the government should eliminate barriers to regional markets, speed up market circulation, and introduce fresh blood (competitive products).

Only in this way can the market be fair and the marketing channel system faced by garment enterprises may be in a fair environment.

Formulate

In order to fundamentally solve the conflict of interest conflicts between industrial and garment enterprises and create a fair environment for the operation of marketing channels, the government should also standardize the operation environment of the market, and guide the competition behavior of garment enterprises and industries to develop in a lawful and reasonable direction.

According to the development of regional industry and commerce, a series of regulations and regulations such as sales agents, pportation, fair trade and so on will be promulgated, which will reduce the risk of unfair operation and channel risks for garment enterprises.

For example, when regulating the interests between terminal and garment enterprises, the government should explicitly stipulate that the terminal should accept the total amount and type of fees and the extent of adjustment; in the end to the consumer stage, we must strictly control the market price system of the garment enterprises, which will disturb the consumers' feelings and damage the interests of the consumers. At the same time, it will also damage the interests of the clothing enterprises, including the destruction of the channel price system and the distribution of the overall channel price difference, which will bring risks to the garment enterprise channel.