The Research On Risk Management Of "WangYueTaiShan" Marketing Project

In recent years, with the proposal of the strategy "big market, large enterprises and brand" from State Tobacco Monopoly Bureau and frequently appearances of the tobacco industry's large-scale corporate restructuring and integration of brands, there have been a number of millions of box-sized industrial enterprises and several millions of box-sized excellent brand in the few years. Inter-brand competition will be on the focus from the scale of competitive brands to integrated competitiveness of the all-round competition, so the success of brand marketing is critical for the healthy growth of brand.In the marketing process, due to internal and external factors of changing , there may exists the risks which may have a negative impact on the enterprises in business marketing activities .The risks are through the entire life cycle of marketing, in the period of introduction of brands, due to complicated brands in tobacco market, combined with the uncertainty of macro environment ,therefore the company may face the risks of positing the marketing not properly and not mining consumer demands correctly; during the period of knowing a brand, a large number of public events are needed to establish the product's performance in the eyes of the consumers, and there also may exists much uncertainty in the risk form the suppliers as well as the fellow competitors; in the well-known period, for in the process of implementation of the activities the company is faced with a variety of media and the general public, so how to coordinating the relationship between the stakeholders and make them were satisfied with the content is the key; in the quitting period, the major brands are faced with the risk of uncertainties of declining customer loyalty ,marketing management risks .This article is divided into four sections:The first part of the article are Chapter 1 and Chapter 2. This part describes the social and economic background of the tobacco marketing and the main content of point of view on the marketing risks at home and abroad.The second part is the Chapter 3 of the article. The part takes the marketing project of "WangYueTaiShan" of Shandong tobacco industry company for example, introduces the risk management theory to the project, tobacco marketing, uses the experts, causal analysis and other methods to identifying the risks in the project, and make the assessment and measurement of the risks on the basis of the company's marketing strategy.The third article is divided into chapters 4 and 5 , in this part the article make the establishment of the brand's risk assessment model. It firstly use the QFD method to change the vague desire to clear demands of the project, and then make the establishment of ANP network model, sorts the risks using the experts and reference points in the past, and other methods in the main principle of success of the project so as to get the risk ranking data for the impact on the success of the project. The results of the ANP try to make the degree of risk quantitative and give a useful guidance for companies on the prevention of risks.The fourth part is Chapter 6, based on the part of the risks, it points out the basic elements of preventing the risks and strategies of risk maThe fifth part of this article is Chapter 7. It summarizes the whole part, points out the conclusions and the further study prediction in this subject.