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The Study on Marketing Crisis Management System of the Enterprise

Author: GaoYing
Tutor: ZhouYou
School: Harbin University of Commerce
Course: Business management
Keywords: marketing crisis transmission mechanism gray theory practical research
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 70
Quote: 0
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Abstract


Now days how to cope with the changing effectively has become an never concluded theme. Every aspect of the environment which the enterprise involves is changed endlessly. Policy, economic situation, society structure, industry structure, market situation, consumer psychology and competitiveness change quickly, plus the inside change which happened in the enterprise at every moment all make the challenge more clear. On the basis of the complex environment, the probability of the crisis appears increase. In this society that crisis all around, different kind of crisis can happen at any time, so marketing which is in the name of end link of enterprise management become the direct ligament. Lately frequent appeared of marketing crisis event and aborted ending had attract a lot of sight in the society, but any kind of explosion of crisis come from a long time and process as we know. So whether the now-days enterprise which can never put back can distinguish, govern and exterminate the crisis before it happen has become a necessary task.The crisis marketing has the characteristic of eruption, unenviable, destroyers and high attention. But the transmission is the most terrible thing in all of its character. It is always the unwarned tiny crisis become the uncured huge crisis which develop lowly. So for stopping the transmission mechanism thoroughly, the crucial questions are what is the basic factor that lead to the marketing crisis, it transmits in what kind of condition, it happens in what kind of reason and so on. Only if we solve all of these questions we can say that we have the basic capacity of handling the marketing crisis. Then to realize scientific administration forward to marketing crisis, we can consider about it from macrograph and microcosmic view. At macrograph view, marketing crisis can be looked as a systematic according to its systematic character. Basis on this we have to make clear its inside structure so that we can make out the tactics about it. At microcosmic view, we can get the situation of the marketing crisis of the enterprise by using the model of gray theory. Take advantage of the data, we can get the conclusion more objective and scientific.The marketing crisis is followed the enterprise at every time, thorough the systemic study forward to the transmission theory and govern process of the marketing crisis we can get the clearly mentality on the one hand, and we can also put the theory into practice by the piratical research so that we can offer help for the enterprise on how to establish the permanent mechanism of the marketing crisis.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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