Research On The Early Warning Of Enterprise Marketing Risks

In the new century, the marketing activity is faced with a complex system. In the system, there are lots of risks in the marketing activity. In recent years, the marketing crisis increases continuously. In order to guarantee the development of marketing, it's necessary to set up an early warning system of marketing risks. The thought of early warning appeared in the marketing crisis just in the recent years. In order to reflect the real marketing risk level, the enterprises have to consider both the exterior environment and their actual circus in the early warning model.The paper evaluates marketing risks through the marketing risks indices system. The method is maneuverable and promising. The indices early warning method includes the early warning information systems, early warning indices system, early warning rule and the pre-controlling measures.The first step is to identify the marketing risks, which can find out the various marketing risks in the enterprises. The paper aims at all kinds of marketing risks and separates them into the marketing environment risks and the marketing operable risks. The flow chart is adopted to identify the marketing operable risks, which can be separated into the value choosing risks, value providing risks and value communicating risks.And then the early warning indices system of marketing risks is set up through the risks identification. The indices system makes the marketing risks to be measurable, clear, and operable as well as objective.Subsequently, the paper gives prominence to the process of operation and application. In the process, the enterprises have to filtrate the indices, enact the index weight, evaluate the marketing risks and give an alarm. Enacting the index weight in reason is the key to the early warning. The paper adopts the G1 method to do it. After the evaluation and alarm, the paper studies the pre-controlling measure.The pre-controlling measure may avoid or reduce the risks lost. Finally, the paper gives out the case of Lucky Company to reveal the whole process.