Research on the Cause of Marketing Risk of New Tea Beverage Enterprises in China Based on the ISM-MICMAC Model
DOI:
https://doi.org/10.54691/bcpbm.v30i.2417Keywords:
New tea beverage industry; Influencing factors; ISM; MICMAC.Abstract
In order to provide an effective reference for the operation, development and investment decisions of new tea beverage enterprises, this paper investigates the influencing factors of marketing risk in the new tea beverage industry, determines 14 indicators affecting marketing risk in the new tea beverage industry by reviewing relevant literature and expert research. Then, an explanatory structural model (ISM) is constructed to reveal the logical relationship between the factors, and the cross-influence matrix multiplication method (MICMAC) is used to analyze dependency and driving force analysis. The results show five levels of the recursive structural model of marketing risk factors in China's new tea beverage industry. Based on the MICMAC driving force analysis, we believe that the more dependent influences need to be controlled by strengthening other risk factors that can have an impact on them, and that sufficient attention should be paid to the influences with higher driving forces, so as to facilitate the normal corporate marketing activities of new tea beverage companies.
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