Research On Early-Warning System Of Enterprise's Marketing Risk

Marketing management that is one part of the enterprise's system functions always accompanies the whole process of enterprise's operation, and its running quality decides the effective work of the enterprise's system functions. With China's entrance to WTO, the management environment of the internal enterprises has taken place the unprecedentedly deep change. The uncertain factors and the risky events are more complex and variable. While few China's enterprises have clear-headed understand and sufficient recognition for the gradually outstanding market risk, and they are lacking in the effective countermeasures and means, as a result, a lot of enterprises fall into the loss even the bankruptcy. So, there is of great significance to research and implement marketing risk early-warning management for Chinese enterprise's healthy, continuous development. For the above-mentioned reasons,this thesis is based on the new enterprise early-warning management theory, risk management theory and crisis management theory. At the same time, this thesis takes enterprise marketing management action and all kinds of possible risks in the process of marketing management as research subject by way of the questionnaire investigation and following the principle for combining the quantitative analysis with the qualitative analysis. One goal of this thesis is to inquire into the feasible means to monitor, discriminate, judge, early-warn and explore the best beforehand measures of solving the problem, another goal is to analyze how to totally apply these means to enterprise's marketing management to lighten the adverse influence because of the marketing risks for enterprise's development. Then, the enterprise can gain a certain standard of safety protection. This thesis includes six parts. The introduction analyzes the realistic backdrop and the academic backdrop of this research and put forward the question of enterprise marketing risk early-warning, then it gives the research value and significance and the research actuality at home and abroad. The second part expound the meaning , characteristic and classification of marketing risk, then analyzes the marketing risks factors by means of two dimensions from the stage dimension to the time dimension. The third part analyzes theoretical model of enterprise marketing risk early-warning management system and gives the system frame of enterprise marketing risk early-warning system and its operation flow in enterprise marketing management. The forth part constructs the index system of enterprise marketing risk early-warning system based on the questionnaire investigation. The fifths part constructs the marketing risk early-warning model based on BP neural network. The sixth part designs and analyzes briefly the risk early-warning signal output system and briefly gives the correspondingly answering measures. Among them, the forth part and the fifths part are the emphasis of this thesis. Especially, taking the characteristic of enterprise marketing risk early-warning into account, the BP neural network is adopted in the establishment of early-warning model and its applied feasibility in marketing risk early-warning management is tested too. This is an innovation and breakthrough for the traditional research.