现代皮革企业市场营销法律风险防范体系构建  

Construction of legal risk prevention system in marketing of modern leather enterprises

作　　者：胡方圆 HU Fangyuan(College of General Education,Xi’an Eurasia University,Xi’an 710000,China)

机构地区：[1]西安欧亚学院,通识教育学院,陕西西安710000

出　　处：《中国皮革》2020年第11期16-19,共4页China Leather

摘　　要：为维护公平竞争环境,提高企业应对风险的能力,构建现代皮革企业市场营销法律风险防范体系。将营销法律风险归为人员、产品、竞争、顾客、供应、营销管理风险6大类别,并划分其风险等级,明确风险防范体系需要具备识别、解释、警示等功能。利用多级模糊评价方法确立评价指标集合与评价等级集合,根据元素与模糊集之间隶属度,结合不同指标重要性赋予合适权数,建立评价矩阵。并指出需从注重法律知识培训、增强营销环境调研、建设法律顾问机构等方面制定风险防范措施。In order to maintain a fair competition environment and improve the ability of enterprises to deal with risks,the legal risk prevention system of modern leather enterprise marketing was established.The legal risk of marketing was classified into six categories including personnel risk,product risk,competition risk,customer risk,supply risk and marketing management risk.The risk level was divided to make it clear that the risk prevention system needs to have the functions of identification,explanation and warning.The multi-stage fuzzy evaluation method was used to establish the evaluation index set and the evaluation grade set,and the evaluation matrix was established according to the membership degree between elements and fuzzy sets,and the appropriate weights were given in combination with the importance of different indexes.It is pointed out that the risk prevention measures should be formulated from the aspects of paying attention to legal knowledge training,enhancing marketing environment research and building legal advisory institutions.

关 键 词：现代皮革企业 市场营销 法律风险防范 模糊综合评价 

分 类 号：TS58[轻工技术与工程—皮革化学与工程]