Research On The Early-warning Management Of Enterprise Marketing Crisis

Currently, facing the circumstances of the economic globalization, the changing marketing environment, the more and more fierce competitions, the competitive strength of enterprise mostly depends on the effect of marketing planning and marketing activities.Therefore, in order to get the advantageous place in the competition, modern enterprises should observe the enterprise's surroundings and operate a good marketing management, so as to cope with variable marketing crisises.Nevertheless, with the limited concept about marketing management in enterprises which only restricted in merely one aspect or one activity, the problem of marketing crisis managing system doesn't be solved thoroughly and it hasn't been regarded as a whole object. Most of the enterprises control and analyze the marketing crisises by finical indexes after-even rather than preventing and controlling the crisises systematically. So the study of marketing crisis forewarning has become a necessary and practical issue.Based on the theories of marketing management, crisis management and early-warning management, this thesis discusses the connotation and causes of marketing crisis and the measures and principles of marketing early-warning management by means of the fuzzy mathematics and the computer technology synthetically. On the basis of all above, it has put forward to a practical system of marketing crisis early-warning management, which build up the evaluation indexes, and be specified quantitatively by multilevel fuzzy integrative evaluation method.The emphasis of this thesis lies on realizing the function of pre-warning and pre-control by applying the knowledge of Database and Expert systems on marketing crisis early-warning management, so as to offer a feasible idea and solution to marketing crisis early-warning management for modern enterprises.According to the contents, characteristics and the classification which affect marketing managenent, chapter three and chapter four build the marketing crisis early-warning management system and its evaluation index system seperately. Applying multilevel fuzzy integrative evaluation method to evaluate marketing crisis, this thesis has introduced fuzzy mathematics in dealing with quantitative index by qualitative way and quantitative way. At the end of this thesis, chapter five sets up an example to demonstrate the feasibility and practicability of the evaluation index model, and also discusses the countermeasures of pre-control of marketing crisises.