企业营销风险预警管理研究  

Research of early warning management of enterprise marketing risk

作　　者：林青[1] 蔡海防[1] 

机构地区：[1]福州大学管理学院,福建福州350002

出　　处：《科技与管理》2006年第2期104-106,110,共4页Science-Technology and Management

摘　　要：在对企业营销组织风险分析的基础上,运用预警管理基本理论,给出了预警指标体系,主要包括五大模块:顾客风险、供应风险、竞争风险、产品风险和营销人员及组织风险,讨论了如何运用多级模糊综合评判方法,对企业营销风险进行科学的综合评价,并给出了企业营销风险报警的具体方法。In the foundation of the organizationrisk analysis,I utilized the theory of elementaryearly warning management,and produced the early warning index system, mainly including five big modulc—— customer risk, competition risk,product risk and the risk of marketing people and organization. At first I discussed how to utilize the method of multistage fuzzy quality synthetic evaluation in the article,and analyzed scientifically the risk of enterprise marketing,then produced the concrete method of early warning of enterprise marketing risk.

关 键 词：营销风险 预警管理 指标体系 模糊综合评价 

分 类 号：F274[经济管理—企业管理]