Government Behavior In Risk Management Of Garment Marketing Channel

In a market with vast territory and unbalanced economic development, the government has also artificially brought obstacles to market circulation because of its achievements.

In this way, clothing enterprises will inevitably encounter systematic risks when designing, distributing and running clothing marketing channels, and the lifting of such risks has unexpected results.

In order to break the unfair treatment of clothing 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 whole market be fair, and the garment enterprises are faced with it.

It is possible for the system to be in a fair environment.

In order to fundamentally solve the conflict of interest conflicts between industrial and garment enterprises, and create a fair environment for the operation of garment marketing channels, the government should also regulate the operation environment of the market, and guide the competition behavior of the garment enterprises and the garment industry 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 category of the relevant 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 garment enterprises, including the destruction of the channel price system and the distribution of the overall channel price difference, so as to give the profits to the garment enterprises.

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We must fundamentally solve the channel risk problem.

Timely communication of information and scientific and accurate indicators of garment industry are necessary conditions.

The quantitative analysis of the risk of garment marketing channel requires a lot of historical and timely information and various indicators of clothing industry. Relying solely on the strength of the garment enterprises, it is difficult to establish such an information system in the short term with financial resources, material resources and capabilities.

Therefore, in addition to standardizing the activities of all subjects, including the government itself, the government must provide the infrastructure for such an information system.

Of course, this kind of construction is based on the various garment industries. It needs a lot of historical sales data of garment industry, as well as a platform for information feedback system or software development, rather than the government to complete the work of clothing enterprises to collect information, allocate and fix indicators.

The author suggests that the government's statistical departments, information departments, business departments and major industrial departments in various regions should set up a working group on clothing marketing channels to complete the work.

Guide business

Changing roles to standardize the development of logistics and service industries.

The modern clothing enterprise has a strong ability to control the market, and some clothing enterprises even become the core of the local or some clothing industry, so they need other supporting services.

In the market competition, with the further specialization of the major division of labor, the concentration of most garment industries will become more and more high. In garment marketing channel risk management, the significance of clothing enterprises is more important. Because of their importance, logistics has been separated from many garment enterprises and managed separately.

In order to reduce the risk caused by middlemen in the clothing marketing channel system, the government should plan it to the logistics system in the region, and guide it towards the development of the service industry in order to strive for new development space.