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Prediction and Management Research of Corporation’s Marketing Risk

Author: YangHongHai
Tutor: WenXiaoQing
School: Tianjin University of Finance and Economics
Course: Business management
Keywords: Marketing Risk Early warning management Index system Evaluation Method Management measures
CLC: F274
Type: Master's thesis
Year: 2006
Downloads: 423
Quote: 5
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Abstract


Current , ever - changing market environment , an increasingly competitive market , the marketing activities of enterprises are faced with increasingly complex systems at all levels of the factors in this complex system , the marketing campaign is full of uncertainty , and thus there is a lot of risk . Modern enterprise in the fierce competition in an invincible position, must carefully examine the business environment , the need for effective risk management and control measures and carry out marketing risk management , this article made ??the marketing risk early warning purpose of the study is precisely this . In this paper, the theory of marketing risk the warning management theory , risk management theory -based , integrated use of management science, statistics and other disciplines of knowledge and methods for the study , the risk of corporate marketing , corporate marketing process may produce a variety of risks early warning and prevention , in establish marketing risk early warning evaluation index system based on the application of multi-level fuzzy comprehensive evaluation method of marketing risk quantitative evaluation to provide new ideas for the modern enterprise marketing risk early warning management and more effective solutions. The main part of this article includes a total of three sections: one elaborate marketing risk early warning management theory , including the two major aspects of the theory of marketing risk and early warning management theory ; Marketing Venture Precaution management evaluation model , including the establishment of early warning evaluation index system and early warning management comprehensive Evaluation Method of the two ; marketing Venture Precaution measures .

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