A Study On Marketing Security Management Of Enterprise

After China's entrance into the WTO, the marketing activities ofenterprise have become significantly important. The globalization of marketing,the networked marketing, and the globalization of competition result in themore complicated and more changeable risk factors faced with the marketing ofChinese enterprises. The marketing risk of Chinese enterprise is much greaterthan that of the important rival on the global market. However, Chineseenterprise is less likely to implement the standard marketing securitymanagement. Therefore, the study and implementation of the marketing securitymanagement play a significant role in ensuring the sound and lasting developmentof Chinese enterprise.The theoretical study on marketing security is a new subject of the academiaand business circles in China, and there are few specialized treatises relatedto this study abroad. Proceeding from the international and domesticenvironment of enterprise, the first chapter of this paper analyzes thebackground of putting forward the subject, explains the value and significanceof the study, and presents the content and methods of the study. Chapter twogives the definition, characteristics, and classification of the marketing risk,and systematically analyzes various marketing risks and their formation causemechanism. The third chapter presents the basic principle and definition of themarketing security, sums up the characteristic and form of the marketingsecurity, and analyzes the relationship between the marketing security ofenterprise and the economic security. In chapter four, the choosing principleand systematic function of the marketing security early-warning index arerecommended. And the basic early-warning indexes in all aspects of the marketingsecurity are given on the basis of the discussion on the content of the marketingsecurity management and on the early-warning index system. Meanwhile, the basicprinciple of making fuzzy comprehensive evaluation on subjective index ispresented. Proceeding from the combination of qualitative and quantitative,the marketing security is quantified by means of fuzzy comprehensive evaluation.Chapter five tentatively probes into the marketing security management measures,which give some reference to the marketing security management of Chineseenterprise. Further research and application may be undertaken in China.