摘要
近年来,市场营销风险与日俱增,制约了企业的正常营销活动。而目前普遍缺乏有效的管理控制手段。营销风险等级评价,以影响营销风险的重要风险因素为评价对象,构建了符合实际的评价体系,建立了具有可操作性的评价方法。并针对评价结果确定营销风险等级,实行不同方式的预警和控制,从而达到对企业营销风险进行适时预警和控制的效果。
In recent years, the marketing risks grouse with each passing day which restrict normal marketing activities of enterprises .however,enterprises universally lack effective measures of management at present .Being the important risks factors as object the grade assessment of marketing risks construct the assessment system that corresponds to reality and establish operative assessment methods. what s more, aiming at the result of assessment to determine marketing risks grade, enterprise carry out different wa...
出处
《中国管理科学》
CSSCI
2000年第S1期347-355,共9页
Chinese Journal of Management Science
关键词
营销风险
风险评价
风险预警
风险控制
marketing risks
risks assessment
risks warning
risks controlling.