The Study Of Marketing Environment Risk Information Management System

Information age leads the way of changing. It raises an unavoidable question for every company who plays a role in global economic market. The question is, how can a company continuously gain the ability and flexibility of adjusting marketing behavior, goals and environment so as to avoid unpredictable marketing risks and losses within an ever-increasing unstable external environment? Nowadays, increasingly, management and scholars are aware of the ways in which the foregoing problem can be answered. One of those is to reinforce risk management information system that helps companies actively turn external unfavorable factors into a systematic analysis system so that external risks can be promptly reduced. Therefore, the aim of this paper is to take an initial step on theoretical study toward risk management information system of marketing environment. Marketing environment risk management system aims to facilitate marketing decision-making process. The system is designed for analyzing, forecasting and evaluating market environment risk imputed and by processing these data, more reliable decisions can be made. The research presented in this paper is based upon theoretical framework, which consists of marketing management, risk management and enterprise information system. Special attention draws on information management about marketing environment and quantitative analysis of marketing risk.This paper is organized into three parts:Part one primarily studied marketing environment and risk through analysis of different components within the environment. By thoroughly analysis macro and microenvironments, each environment factor that affects marketing risk is identified. This stage paved a way for further research of marketing environment information system and made certain which factors are committed to marketing behavior.Part two mainly elaborated marketing risk management includes management objective, goal and system and enterprise adaptive analysis. Based on understanding toward risk management, the researcher identified a method by which enterprise can adapt marketing environment, avoid and control marketing risk from a theoretical perspective. Marketing environment risk management is an important component of marketing risk management and the former is also the theory basis.Part three analyzed primary requirements for marketing environment risk management information system, namely, the researcher indicated hardware andsoftware resources, which an enterprise must be equipped with. Through the system built upon these resources, an enterprise is able to timely grasp the information needed and then make relevant analysis about important marketing environment factors and finally makes the right decision at the right time. In summary, this paper mentions how to build up a marketing environment management information system, how to manage external information systematically and how to apply the system as an effective decision making tool. This paper also projected a fuzzy appraisal model for enterprise taking advantage of Hi-tech and information sources. Come up with some new theory problem about marketing environment risk management system to optimize this system.