Research On Marketing Risk Alarming Management

Since our country entered WTO, the progress of global economic integration has accelerated continuously, and the socialism market economy has also been continuously perfect, which makes the marketing environment that enterprises face more complicated and unsearchable. As the comprehensive application of the three great theories realm, the marketing management, the risk management and the alarming management, strengthening the research on enterprise marketing risk alarming management is of vital real and applied significance for enterprise to improve the level of marketing risk management, and for each big, medium, and small enterprise in our country to systematically develope the identity, analysis, precontrol, and evaluation of marketing risk.Based on the project of research on the marketing risk alarming and precaution of Tianjin Pipe Corporation (TPCO), which proceeded by TPCO and Tianjin University together, the status quo of the both domestic and international theory of markeing risk alarming management was studied deeply. Many shortages were discovered, including the design of marketing risk alarming evaluation index, the quantative analysis of index, and the application of demonstration study.Aiming at these shortages, a relative and independent marketing risk alarming evaluationg index was built up, according to the multi-goal evaluation. The eight pieces of marketing risk factor of the marketing exterior risk and the marketing internal risk have been considered completely, and the multi-class fuzzy evaluation model was made use of to generate the respective and synthetic evaluation to each marketing risk. By analyzing the evaluation result, the alarming class and the risk state of the enterprise was established, which was to be the basis of making measures to prevent and precontrol marketing risk, so as to lower the marketing risk of the enterprise with maximumly limit.At the end, T steel pipe company was carried on the demonstration study, combining the theory and practice of marketing risk alarming organically together, which completely and fully studied the basic theory and method of marketing risk alarming management, and verified its operability and usefulnesses.