Study Of Corporate Marketing Early Warning Indicator System

The enterprise is always in a changeable and complicated environment. The enterprise have to not only be faced with various kinds of fierce marketing competitions but also prevent and deal with all kinds of marketing crises. To realize the strick precaution of the marketing crisis, forewarning system should be studied, especially the forewarning index. This thesis is devoted to studying on this field. Firstly, the existing marketing forewarning factor system is systematically chosen through qualitative analysis. Some forewarning factors are deleted and some ones new are added in the existing system. Based on that, corresponding indexes are chosen again. The purpose is to fully utilize the existing financial statistical information and to reduce the redundancy among the indexes. To dispel the dependence among indexes, the factor analytic approach and main composition analytic approach are induced into the thesis.With the quantitative research of marketing early warning index, some independent indexes are engendered. At the same time, the independent public factors can represent overall information of the original index system. Thus, the function of marketing forewarning can be achieved by keeping a close watch on the public factors. In order to verify the effectiveness of the method, example research is carried out. 26 listed companies in computer software & hardware industry are chosen as the samples. And then, concrete method confirmation is done base on the data information of the samples. The research target of the thesis is that some innovation is forged ahead in building method of the marketing forewarning index system to make the method maneuverable.