Risk Identification And Response On The Coal Tar Marketing Project Of SGJH

In the marketing process,due to the complexity of enterprise environment and the limited cognitive ability,risks may exist in the entire cycle of activities,and may]ead to marketing crisis at any time.In this case,the enterprise needs to seek an effective way to manage risk,in order to strengthen their adaptability to the market environment,and enhance their market competitiveness.This paper attempts to take marketing as a project,controlling the various factors in the marketing activities by the way of risk management,in order to reduce the risk.Firstly,this paper introduces the theory of project risk management,including risk identification,risk assessment and the way to deal with the risk.Secondly,the industry characteristics and the enterprise characteristics are concluded in the paper.Then,this paper uses the experts' advices and the way of brainstorming to identify the risk during the whole process of the project.On the basis of risk identification,this paper takes an application of risk atrixanalysis.to evaluate and ranking the risk,and then formulates measures of the key risks and the monitoring scheme in detail.By the study of the risk management process,this paper formulates risk identification,the risk assessment and risk controlling,establishing a complete risk management system for tar market promotion project.At the same time,this paper also provides a reference to the marketing of SGJH's other products or other enterprises.