基于企业脆弱性的营销道德风险评价  

Evaluation of Marketing Moral Hazard based on the Enterprise Vulnerability

作　　者：刘明菲[1] 徐玉娟[1] 

机构地区：[1]武汉理工大学管理学院,湖北武汉430079

出　　处：《科技创业月刊》2009年第12期108-109,112,共3页Journal of Entrepreneurship in Science & Technology

基　　金：武汉市社会科学基金项目(项目编号:09015)

摘　　要：企业营销道德风险是一种复杂的社会经济现象,对其形成机理的研究是有效控制企业脆弱性的基础。系统地分析了企业营销道德风险形成的影响因素,探讨了营销道德风险、危机及企业脆弱性的关联性,通过建立企业营销道德风险评价指标体系,运用模糊综合评价法对企业的营销道德风险状况和脆弱性进行科学评估。Enterprise marketing moral hazard is a complex socio-economic phenomenon; the study of its formation mechanism is the basis of effectively controlling enterprise vulnerability. This article analyzes the influencing factors of enterprise marketing moral hazard, discuss the relevance of enterprise marketing moral hazard, crisis as well as corporate vulnerability, through establishing e- valuation index system of enterprise marketing moral hazard, the writer will evaluate the risk state and the degree of enterprise vul- nerability scientifically to use fuzzy comprehensive evaluation method.

关 键 词：企业脆弱性 营销道德风险 模糊综合评价 

分 类 号：F279.23[经济管理—企业管理]