Under The Anti-dumping Background Export Enterprise Marketing Risk Assessment Model

China has already entered the WTO, the trade status is also enhanced; the trade friction problems between China and its' main trade partners have also started to appear. Anti-dumping is one kind of main trade frictions which exportation enterprises encountered recent years, it brings massive loss to enterprises, and has hindered the development of related industry. However the actual situation indicated that the enterprises do not make good reply to the Anti-dumping problem, there may be many reasons, the major problem is the inefficacy of the marketing risk management work .In order to avoid and reduce the export risk of enterprise effectively. We must find each kind of factors which affects the export enterprise's marketing risk under the background of anti-dumping firstly.To carry on a scientific processing to the marketing risk, a scientific appraisal system should be established firstly, therefore, the construction of risk appraisal system and quantification appraisal method to the marketing risk is the key point of this paper. The paper do the research with the influence factor of the marketing activity, and combined with the research on Anti-dumping, constructs the marketing risk appraisal system of export enterprises under the background of Anti-dumping, and then proposed some hypothesizes, established the theoretical model, The model is confirmed through the questionnaire survey and SEM modeling based on the PLS method , The result discovered that, the customer factor has biggest influence on the overall marketing risk, the next is the product factor and the environment factor, The organizational factor influence overall risk through customer and product factor.Finally, based on above conclusion, the method to decrease marketing risk is proposed.