摘要
基于现存研究成果的局限,本文试图将BP网络运用到企业营销风险预警的研究中。本文首先阐述了用BP网络研究企业营销风险预警的可行性;然后构建了基于BP网络的企业营销风险预警模型,并对模型进行了训练和检测;最后将其应用到某企业的营销风险预警的实证研究中,指出其在判断企业营销风险状况、分析企业营销风险的构成、提出企业规避营销风险的对策等方面具有较好的应用前景。
In this paper we attempt to extend the study of marketing risk pre-warning to include the application of BP network. First we expound the feasibility of such application and then set up a marketing risk pre-warning model based on BP network, which we trains and tests after setting it up. Finally, we use the model to pre-warn the marketing risk for an enterprise. This empirical research shows that the model will be promising if used to judge marketing risks, analyze risk composition and seek for risk-evading solutions.
出处
《管理评论》
2004年第7期21-28,共8页
Management Review
基金
国家社科基金资助项目(03BJY051)。
