Study on Evaluation Model of Anti-dumping Marketing Risk: Focusing on Chinese Enterprises

In order to avoid and reduce export risk effectively, we have carried out a scientific process to the construction of a risk appraisal system and quantification appraisal method on the foreign trade marketing risk, which is the key point of this paper. Research has been done on influencing factors of the foreign trade marketing activity, which resulted in the construction of a marketing risk appraisal system of export enterprises in the context of anti-dumping. Some hypotheses are proposed and a theoretical model is been established. The model has been confirmed through questionnaire survey and SEM model based on PLS method. In the end, based on above conclusion, methods to decrease marketing risk are proposed. Firstly, enterprisers should enhance the control of credit system of their companies in order to reduce the credit risk; secondly, enterprisers are supposed to invest in new products to update their service; then to pay close attention to the nation's trade policies to adjust export strategy and some other advices alike.