Research On Marketing Risk Forewarning Management

According as enterprise forewarning management theory, this thesis is based on theories of marketing management, risk management and economy forewarn theory. It synthetically bring to bear many domains knowledge such as system science, management theory, organization behavior theory and mathematics. Taking enterprise marketing risk as research subject, this thesis forewarns and takes precautions against all kinds of marketing risks.In order to quantitatively analysis marketing risk, a set of scientific evaluation index should be built. So, this thesis emphasizes on building evaluation index system and how to quantitatively analysis marketing risk. It starts with various factors that influence marketing activities, building marketing risk forewarning evaluation index system according to their contents, characteristics and species. From combining qualitative and quantitative factors point of view, applying multilevel fuzzy integrative evaluation method to evaluate marketing risk is an innovation and breach to traditional research, especially introducing fuzzy mathematics in deal with quantitative index. Detail discuss could be found in chapter four.The introduction starts with the international and domestic politics and economy surroundings, bring forward marketing risk forewarning management and discuss its research value. And then summarizes the related theories. Chapter 2 introduces the meanings, characteristics, cause of formation of marketing risk and then analysis all kinds of marketing risks. Chapter 3 set forth the theory model of marketing risk forewarning management which includes its building principle, working content and method system. Chapter 5 is an example to demonstrate the model. The last part discusses countermeasures and crisis management of marketing activity.