【作者】 夏海波；

【导师】 王爱民；

【作者基本信息】 武汉理工大学 ， 企业管理， 2004， 硕士

【摘要】 随着信息时代的来临，人们的生活节奏在不断加快，世界的变化日新月异。企业所面临的营销环境也变得越来越不稳定，使得企业必须不断的根据营销环境的变化调整营销行为和营销目标，否则就会遭受营销风险损失。企业的风险管理意识在不断加强，作为企业运作的关键环节，营销的风险管理也越来越受到管理者和学者们的关注。企业营销所面临的风险更多的来自于营销环境，企业的营销行为对坏境不是被动的，而应该是能动地对营销环境的不利因素做出正确的反应。因此，本文对营销环境风险管理信息系统进行了理论上的研究。 营销环境风险管理信息系统是以营销环境风险为研究对象，实现对其信息化的管理，并在信息管理系统中对营销环境风险进行分析、预测和评价，达到为企业营销提供决策依据的目的。本文的研究基于营销管理、风险管理、企业信息系统三大理论，在系统分析营销环境风险因素的基础上，重点研究营销环境的信息化管理和风险的量化分析。 本文的主要研究内容包括三个部分： 第一部分主要对企业营销环境及其风险进行了分析，通过对营销理论中环境的不同组成，详细地分析了营销的宏观环境和微观环境，以及各环境因素对企业营销的风险分析。为营销环境信息系统的建立提供了框架，明确了哪些环境因素对营销行为具有约束力。 第二部分主要是论述营销风险管理，包括营销风险管理的管理对象、管理目标、管理体系以及企业的适应性分析。通过对营销风险管理的认识，明确了企业在开展营销活动过程中进行风险管理的依据，从理论上提出企业适应营销环境，规避和控制营销风险的方法。营销环境风险管理是营销风险管理的一个重要部分，后者是前者的理论基础之一。 第三部分主要分析了营销环境风险管理信息系统的基础条件，也就是企业所必须具备的硬件与软件资源，通过建立营销环境信息系统，对营销环境的相关信息有一个系统把握，也能够及时地对营销环境的重要影响因素进行分析，是企业做出营销决策的重要分析工具；论述了如何建立营销环境信息管理系统，通过营销环境信息系统实现对环境信息的规范化管理，将风险管理的分析预测模型应用到系统中来，为企业合理利用环境信息提供了重要的工具，设计了模糊评价模型，分析和预测营销环境风险，为企业进一步完善营销环境信息管理系统提出了一些理论性的问题。更多还原

【Abstract】 Information age leads the way of changing. It raises an unavoidable question for every company who plays a role in global economic market. The question is, how can a company continuously gain the ability and flexibility of adjusting marketing behavior, goals and environment so as to avoid unpredictable marketing risks and losses within an ever-increasing unstable external environment? Nowadays, increasingly, management and scholars are aware of the ways in which the foregoing problem can be answered. One of those is to reinforce risk management information system that helps companies actively turn external unfavorable factors into a systematic analysis system so that external risks can be promptly reduced. Therefore, the aim of this paper is to take an initial step on theoretical study toward risk management information system of marketing environment. Marketing environment risk management system aims to facilitate marketing decision-making process. The system is designed for analyzing, forecasting and evaluating market environment risk imputed and by processing these data, more reliable decisions can be made. The research presented in this paper is based upon theoretical framework, which consists of marketing management, risk management and enterprise information system. Special attention draws on information management about marketing environment and quantitative analysis of marketing risk.This paper is organized into three parts:Part one primarily studied marketing environment and risk through analysis of different components within the environment. By thoroughly analysis macro and microenvironments, each environment factor that affects marketing risk is identified. This stage paved a way for further research of marketing environment information system and made certain which factors are committed to marketing behavior.Part two mainly elaborated marketing risk management includes management objective, goal and system and enterprise adaptive analysis. Based on understanding toward risk management, the researcher identified a method by which enterprise can adapt marketing environment, avoid and control marketing risk from a theoretical perspective. Marketing environment risk management is an important component of marketing risk management and the former is also the theory basis.Part three analyzed primary requirements for marketing environment risk management information system, namely, the researcher indicated hardware andsoftware resources, which an enterprise must be equipped with. Through the system built upon these resources, an enterprise is able to timely grasp the information needed and then make relevant analysis about important marketing environment factors and finally makes the right decision at the right time. In summary, this paper mentions how to build up a marketing environment management information system, how to manage external information systematically and how to apply the system as an effective decision making tool. This paper also projected a fuzzy appraisal model for enterprise taking advantage of Hi-tech and information sources. Come up with some new theory problem about marketing environment risk management system to optimize this system.更多还原