Study On Marketing Risk Early-Warning Of Corporation And Evidence Researching

Our country, through the reform and opening-up of more than 20 years, the market economic system is taking shape progressively and improving constantly, the management environment of market and enterprise changes enormously. This line of enormous changes make enterprise's domestic and foreign environment more complicated and more uncertain, the complicatedness and unconfirmed management environment in enterprise bring enormous risk, especially the risk of enterprise's marketing. For this reason, strengthening the marketing case study of Chinese enterprises , strengthening the safe consciousness of marketing of Chinese enterprises, setting up the own safe management system of marketing of enterprises, implementing the safe early-warning of enterprise's marketing to manage in an all-round way, are already very urgent. Because of this, this text regards enterprise's marketing risk early-warning as the research object.Enterprise marketing risk early-warning is marketing management, risk management, early-warning manage to cross application three discipline, So, this text proceeds with these three basic theories at first, consult domestic and international a large number of materials literature, to enterprise risk early-warning, enterprise marketing risk early-warning relevant representative work ,and describe and appraise respectively both at home and abroad, Define the meaning of the marketing risk on this basis, it is analyzed that marketing is divided into dangerous characteristic , intension and characteristic of the origin cause of formation , classification and early warning management of marketing risk. Secondly , to the research object with the tailwind group , have analyzed the domestic and foreign environments of enterprises and questions existed, and has summarized its advantage , inferior position , chance , threatens and corresponding strategic countermeasure with SWOT analysis tool. Again, I use marketing management synthetically, risk management, information system, database , BP nerve network, main composition analytic approach,etc. theory method design marketing risk early warning system , risk evaluation index system , prewarning with divide for tailwind group dangerous structure analyze models. Though this system is designed for tailwind group, have special attribute, build to other enterprisemarketing risk early warning system have certain reference value and directive significance of the theory.When the article finished finally, the author sum up the all article.