企业营销安全预警原理与结构模型  

The Alarm Principle and Model of Enterprise Marketing Security

作　　者：李蔚[1] 董亚妮[1] 

机构地区：[1]四川大学工商管理学院,四川成都610064

出　　处：《商业研究》2009年第2期65-70,共6页Commercial Research

基　　金：国家自然科学基金;项目批准号:7057013;教育部全国高校博士点基金的阶段性成果;项目批准号:20040610093

摘　　要：从安全科学的理论出发,提出了企业营销安全预警的原理模型,以原理模型为基础,总结出了企业营销安全预警结构模型。在结构模型中,将预警分为警素、警态和警控三大体系,警素则包括了环境、市场、战略、策略、运作五大要素,警态则包括了安全、风险、威胁、危机、失败五大形态,而警控则包括了警源、警兆、警指、警度和警策五大系统。According to the ＂ adventurous jump＂ theory of Karl Heinrich Marx, the paper takes the transition from merchandise to money as a marketing course and holds the management of ＂ adventurous jump＂ as marketing security management. In the analysis the basic framework of marketing security management includes 3 elements： factor, state and character, while a 3 -dimensioned marketing security management model has 125 types of combination of the 3 elements above. Based on the 125 types of combination, this paper puts forward the alarm principle, the procedures and the model of marketing security.

关 键 词：营销安全 预警原理 结构模型 

分 类 号：F270[经济管理—企业管理]