摘要
通过对营销风险来源分析,构建了营销风险预警指标体系,并基于多层次模糊综合评价方法,提出营销预警分析模型,将定性与定量指标进行综合评价,在此基础上,企业可根据具体情况,确定风险等级及采取相应措施。
This paper constructs the index system of pre-warning marketing risks by analyzing the sources of marketing risks and sets forth the analysis model of pre-warning marketing risk that makes integrative evaluation through combining quantitative and qualitative indexes.On this basis,enterprises will be able to identify the grade of their marketing risks and take counter-measures accordingly.
出处
《长春工程学院学报（社会科学版）》
2006年第2期48-50,78,共4页
Journal of Changchun Institute of Technology(Social Sciences Edition)
关键词
营销风险
预警
多层次模糊综合评价
marketing risk
pre-warning
multi-layer integrative fuzzy evaluation
