企业市场营销风险管理初探

本文将结合市场营销管理中的风险,从理论到实践来展开全面的风险管理策略探讨,既包括对战略目标的规划,又包括对风险调控的技术方法,同时根据对企业内外环境的科学分析,来度量市场营销中的信用风险、操作风险、成本风险等,并结合企业市场营销实际设置有效的防范措施和预警机制,以实现企业的营销目标。

Exploration on Enterprise Marketing Risk Management

Combined with the risk in marketing management,this paper carried out comprehensive risk management strategy from theory to practice,including the planning of the strategic objectives,technical methods of risk control.According to the scientific analysis of the internal and external environment,the paper measured the credit risk,operational risk,cost risk in marketing and established effective preventive measures and early warning mechanisms to achieve the marketing objectives combined with the actual corporate marketing.