摘要
一汽-大众公司是我国最早成立的合资汽车制造企业，旗下产品在我国汽车市场销量始终名列前茅，深受消费者喜爱。但近年来企业受内外部环境影响，市场份额不断下降，利润逐年下滑。变速器失灵，断轴，尾气门，备件涉嫌垄断等一系列负面新闻严重影响企业声誉。产品质量，销售渠道等一系列营销风险未得到有效管控。营销风险管理能力薄弱已经成为制约一汽-大众公司发展的重要因素。这对一汽-大众2025战略的实施，产生着消极的影响。
根据国资委《中央企业全面风险管理指引》的相关要求，作为一汽集团的子公司，一汽-大众公司于2013年全面启动风险管理工作，企业内部建立了风险管理组织架构以及风险管理体系。但是企业内部风险管控未充分发挥其效能，营销风险管理存在诸多问题，主要体现在营销风险识别不充分、风险评估不客观、风险管控流程不完整、企业风险管理信息系统效率低下以及企业内部风险管理文化薄弱。
针对营销风险管理存在的问题，基于全面风险管理理论，对营销风险进行充分识别，通过内外部环境分析法、风险源分析法、调查分析法等对一汽-大众公司营销风险进行重新梳理。之后再将营销风险进行分类，对其风险成因进行描述、分析。采取自下而上的业务层面风险评估和自上而下的公司层面风险评估相结合的方式，对一汽-大众公司营销风险进行客观的风险评估，最终到营销Top风险。
在完成风险评估之后，企业要对评估出的营销Top风险进行有效管控。选取恰当的风险管控策略对营销Top风险进行应对。基于一汽-大众公司管控现状，明确风险管理三道防线各相关业务部门的职责，强化第一道防线业务部门风险管控能力，建立风险管理三级组织架构，明确各个风险控制角的责任和义务。
工信部谈滴滴出行app下架在业务部门设立营销风险预警体系，强化企业内部风险管理文化，完成对重大风险的有效跟踪，以及应对措施的有效性检测，从流程和制度上规范企业营销风险管控，从而实现营销风险管控目标。
通过上述研究可以得出，通过对现有营销风险管控进行优化，对风险有效地管理使得企业能够在面对风险时做出正确的决策，提高企业风险应对能力。提升企业营销水平，优化营销模式，使产品在各细分市场具有竞争力，提升市场份额及盈利水平，最终实现一汽-大众公司的经营战略目标。
通过对一汽-大众公司营销风险管理的探讨，也为国内尚未开展营销风险管理的自主品牌车企提供借鉴，使自主品牌能够在激烈的市场竞争环境当中持续健康快速地发展。
关键词：
一汽-大众，营销风险，风险管理，管控跟踪
Abstract
Research on Marketing Risk Management of FAW-Volkswagen
Automotive Co., Ltd.
FAW-V olkswagen is the earliest automobile joint venture which was established in China. Its sales volume has always been among the best in China's auto market, and the products are deeply loved by consumers. However, in recent years, enterprises have been affected by the internal and external environment, the market share has been declining, and profits have been declining year by year. A series of negative news, such as transmission failure, broken shaft, diesel gate, and suspected monopoly of spare parts, have seriously affected the reputation of the company. A series of marketing risks such as product quality and sales channels have not been effectively identified, which also have not been effectively controlled. Weak marketing risk management has become an important factor restricting the development of FAW-V olkswagen. This has a negative impact on the implementation of the FAW-V olkswagen 2025 strategy.
奔驰clk敞篷According to the relevant requirements of the SASAC's (State-owned Assets Supervision and Administration Commission) “Guidelines for Comprehensive Risk Management of Central Enterprises”, as a subs idiary of FAW Group, FAW-V olkswagen launched its risk management in 2
韩泰轮胎价格汽车水013 and established risk management organization structure and risk management system. However, risk management system of the enterprise has not fully played its role. There are many problems in marketing risk management such as inadequate marketing risk identification, unrealistic risk assessment, incomplete risk management process inefficient risk management IT-system and weak risk management culture.
Based on the comprehensive risk management theory, in order to identify the marketing risks comprehensively, we would like to conduct internal and external environmental analysis, risk source analysis and survey analysis. Then, the marketing risks are classified and the causes of the risks are described and analyzed. We would like to adopt a bottom-up business-level risk assessment and a top-down company-level risk assessment to evaluate the marketing risks of FAW-V olkswagen. After the effective risk assessment, we can find our top marketing risk.
After completing the risk assessment, the enterprise should manage the Top risks effectively and select the appropriate risk management strategy. Based on the current situation of FAW-V olkswagen, the responsibilities of the defense three lines should be clarified. Risk management capabilities of the first defense line should be strengthened. FAW-V olkswagen should set up a three-level risk management structure and clarify the responsibilities and obligations of each busines
s unit. A risk early warning system should be established in the business units. FAW-V olkswagen should also strengthen risk management culture, complete effective tracking of major risks, and check the effectiveness of response measures, and standardize enterprise marketing risk management from processes and systems to achieve marketing risk management objectives.
According to the investigation, it can be concluded that by the optimization of existing marketing risk management, the comprehensive risk management can enable FAW-V olkswagen to make correct decisions when he faces risks and improve the risk response capabilities，which also improves marketing level, optimizes marketing model, makes products more competitive in each market segment, improves the market share and profitability, and finally helps FAW-V olkswagen to achieve the business strategy.
I hope that the thesis can provide suggestions and references for FAW-V olkswagen's in marketing risk management. It is also hoped that through the260
investigation of FAW-V olkswagen's marketing risk management, it will provide valuable experience for some self-owned brand vehicle companies that have not yet carried out marketing risk management, so that they can survive in the fierce market competition environment, continue to be healthy and develop rapidly.汽车灯饰
Keywords：
FAW-Volkswagen, Marketing Risk, Risk Management，Management and control
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