A Study On Construction Of Management System Of The Marketing Safety Alarming Of TZ CO,.Ltd.

In modern society, with the fast development of the economy, enterprises are in a changeable and complicated environment. Enterprises not only face with varieties of severe competition, but also have to prevent and handle the marketing crisis arising suddenly.Therefore, for guarding against the marketing risks and reducing crisis events harmful to enterprises it is necessary to build up the pre-warning management system for safety marketing. In this text mainly taking prerequisite assumption, pre-warning management theory and marketing management theory as basis the building up method for pre-warning management system of marketing safety of enterprises were put forward. Take TZ as an example for carrying out an analysis with substantial evidence.At first in this text the theoretical basis for building up the pre-warning management system of enterprise marketing, e.g. relevant assumption, theoretic basis, core details, function and main principles, etc. of building up this system has been analyzed.Then in connection with the various risks faced by enterprises during marketing activity process classification and analysis have been made. In this text the classification of the marketing risks has been made from macro to micro angles, being divided into four aspects, i.e. macro environment risk, trade risk, marketing strategy risk and marketing tactics risk as well, among others for the analysis of the marketing environment risk PEST process is mainly adopted; the analysis of the trades is mainly carried out from the angles of trade life cycle, trade competition pattern and supply chain; the analysis of the marketing strategy risk is mainly carried out from the angles of marketing strategy location, objective and how analysis and the analysis of the marketing tactics risk is mainly carried out from marketing 4P.Then the model of the pre-warning management theory of the marketing safety and the comprehensive appraisal method of the pre-warning management have been put forward in this text. Starting from basic function, content, method and system, etc. and by applying multi-level fuzzy complex appraisal method the descriptions on the complex appraisal method of pre-warning management of the marketing safety are given. Through series processing the risk levels of the enterprise marketing activities are obtained, having divided pre-warning signals. Finally, through analysis of marketing quota of TZ for the year of 2005, analysis and complex appraisal to the safety marketing status of the enterprise are carried out with the help of pre-warning management system of marketing safety. In the meantime, according to different pre-warning signals pre-control measures and pre-warning countermeasures adopted for the enterprise are described. During analysis of preventive and control measures adopted by the enterprise it is mainly described from two aspects, i.e. pre- control measures of risk of external marketing of the enterprise and pre-control measures of risk of internal marketing of the enterprise, among others during analyzing the external pre-control measures of the enterprise, the analysis is mainly started from enterprise life cycle, trade competition and supply chain and the analysis of internal pre-control measures of the enterprise is made through marketing strategy and 4P.