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Web of Proceedings - Francis Academic Press

Research on Transnational Marketing Risk Management of Retail Enterprises Based on Customer Value

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DOI: 10.25236/ecomhs.2019.046


Bowen Yu

Corresponding Author

Bowen Yu


With the acceleration of the process of economic globalization, China's retail market has been fully open to the year, retail enterprises are facing a full range of international competition. Chinese retail enterprises are in the initial stage of transnational marketing and lack of international experience. Their transnational marketing is faced with more, more complex and more destructive international risks, which will hinder the implementation of their transnational marketing strategies. In addition, Chinese retail enterprises are relatively weak in risk control and risk management. Therefore, it is particularly important for retail enterprises to study the potential factors of transnational marketing risk. By maximizing customer value, multinational enterprises achieve the goal of pursuing profits. Based on the theory of customer value and risk early warning management, this paper takes the risk based on customer value as the research object by using the knowledge and methods of management and mathematics, and further analyses the various risks that retail enterprises may produce in the process of transnational marketing, and carries out early warning and prevention.


Customer Value, Retail Enterprises, Transnational Marketing, Risk Management