Corporate Advertising Investment Risk Early Warning Research

As all trades of China coming into the purchaser-market, the competition among the corporations has experienced a period of product competition, quality competition, and service competition and now is getting into a new phase in terms of comprehensive image competition. From both marketing theory's point of view and advertisement practice point of view, as a critical means of marketing competition, advertisement can promote sales amount.However, there are lots of damages in economic or image damages due to the incertitude of advertisement and the fault in advertisement investment, bringing risks to the advertisement investment. Based on financial index, the paper is targeting on advertisement investment risk analysis, combining the new early-warning management with risk management. Using Multivariate Statistical Analysis, fuzzy mathematics and practice analysis, the paper forms an early-warning risk management system in advertisement investment. Based on this, the paper puts forward a proposal of corporate early-warning risk management system in order to avoid, evaluate and early-warning the risks of advertisement investment and to make advertisement investment safe.Aiming at the shorts of domestic and foreign studies in early-warning system, the paper put forward a risk analysis based on financial index. Further more, the paper sets an example of dairy industry. Using Multivariate Statistical Analysis, the paper forms an early-warning risk management system in advertisement investment. There is a multi-layer fuzzy comprehensive assessment based on fuzzy concept evaluating risk status. At last, by analyzing the early-warning risk management system of Yili Dairy Company Ltd, the paper proves the efficiency of the system.At present, few corporate takes advertisement investment risk into account. Risk concept is only limited in some certain areas and the level of risk management is relatively low. Therefore, the early-warning management of advertisement investment is becoming a critical study target. As China's entry into WTO, the market, corporate and management need new cosmos, new regulation and new methods. Therefore, the study of early-warning management system in advertisement investment has critical reality and theory meaning.