Prediction And Management Research Of Corporation's Marketing Risk

At present, the market environment changes with each passing day, the market competition is fierce day byday, the marketing activities of enterprises are in the face of more and more complicated system, in thiscomplicated system, because the factor of each aspect influences , marketing activity is full of uncertain factors,therefore just there are numerous risks. Modern enterprises should establish in an unassailable position in keencompetition , must scrutinize the environment of an enterprise conscientiously , must take effective riskmanagement and control measure , do a good job of risk management of marketing, this text do marketing riskprewarning purpose studied to manage lie in this promptly.This text regards risk theory of marketing, early warning management theory, management theory of the riskas the foundation, use knowledge and method of domains of discipline such as management , statistics ,etc.synthetically, regard enterprise's marketing risk as research object , carry on prewarning and take precautionsagainst to enterprise various risks that marketing might be produced of the course, on the basis set up risk earlywarning evaluation index system of marketing , employ the multistage fuzzy comprehensive appraisal methodto quantize and appraise to the marketing risk, in the hope of , offer new thinking and effective solution to theearly warning managements of marketing risk of modern enterprises.This text subject part includes three chapters altogether: First , explain the early warning management theoryof the marketing risk , including two major respects of the risk theory of marketing and early warningmanagement theory;Set up marketing risk prewarning manage model of thinking , including early warningevaluation index foundation and prewarning of system manage comprehensive appraisal method two major;Third , manage the research of the countermeasure in risk prewarning of marketing.