Research On The Marketing Risk Forewarning Index System Of High & New-Tech Enterprises

As an important carrier of the knowledge-based economy, the development level of high & new-tech enterprises has become the main sign of measuring a nation's modernization. Although the high & new-tech enterprises in our country have seized opportunities and gained a rapid development, the factors of bottle-neck which restrain its development still exist. Among them, the marketing risk brought by uncertainty of the internal and external environments is one of the important factors. Therefore, the research on marketing risk forewarning of high & new-tech enterprises under the complicated environment has great realistic meanings.According to the basic principle of enterprise forewarning, the forewarning index system is the core of enterprise's forewarning management. This paper regards the forewarning index of high & new -tech enterprise's marketing risk as the research objection and the forewarning management of marketing risk as the logic deduction. From the angle of the specific traits of marketing risk and the inducement, the high & new-tech enterprise's marketing risk can be divided into two main types- internals and externals on the basis of theory evolution. Structures the forewarning index system for these two types respectively and defines the weight of each forewarning index by using the Analytic hierarchy process. Finally, the author built the Fuzzy comprehensive evaluation and carried on simple verification in light of the materials obtained by the investigation on the spot.Through absorbing some mature thoughts and methods about the domes-tic and international theory and practice of marketing risk forewarning management and combining the current situation of the high& new-tech enterprises of our country, the author makes an exploratory research on design and quantization of the marketing risk forewarning index and improves the synthetic method of assessment, in order to explore a pointed system and using method with which we can discern, analyze and assess the forewarning index of high & new-tech enterprise's marketing risk more easily.