Research On Marketing Risk Management Of Fujian KST Company

Marketing risk management is an important part of enterprise riskmanagement. With the development of economic globalization and businessinternationalization, the competition environment that modern enterprises facedbecomes increasingly complex. This paper takes Fujian KST company as theresearch object, analyses Fujian KST company’s marketing risk managementstatus and the marketing risk management problems, helps KST company tosolve the problems in marketing risk, guides the company to manage marketingrisk effectively, and enhances the vitality and competitiveness of Fujian KSTcompany.This dissertation is divided into5chapters. The first part describes thebackground, the purpose and significance of this study; The second part analysesthe current situation of Fujian KST company marketing risk management and theexisting problems, points out that Fujian KST company marketing riskmanagement is disorder, marketing risk early warning mechanism is not perfect,marketing risk management personnel quality is not high, and then analyzes thecauses of marketing risk of Fujian KST company from the subjective and theobjective. The third part discusses the identification, assessment and earlywarning system of the marketing risk of Fujian KST company, to build the indexsystem of Fujian KST company marketing risk by AHP method, based on theexperts’ opinion, the paper constructs a score table for marketing riskmanagement. According to the actual situation to analyze the state of marketingrisk of Fujian KST company and then establishes a four-levels risk warningmechanism. The fourth part puts forward some suggestions to Fujian KSTcompany marketing risk prevention and evasion. Including improving riskawareness, standardizing the marketing risk management processes,strengthening supervision, improving personnel quality of marketing risk early-warning staff and optimizing the marketing mix; the fifth part carries on the summary to the full text, and points out the limitations, lack of research andprospects for future research.