【作者】 王晓东；

【导师】 杨力；

【作者基本信息】 上海交通大学 ， 法律， 2015， 硕士

【摘要】 在当今市场竞争环境日益激烈的时代,企业营销管理的好坏直接关系到企业的最终经营业绩。为维护公平的竞争环境,市场经济体制要求企业必须严格遵从业界的规则和国家的法律法规。因此,加强企业的营销法律风险管理是企业参与市场竞争的客观需要,也是企业健康发展的重要保障。实践中,许多企业营销活动不能做到严格遵从相关规则和法规的要求,法律风险也必会随之到来。本文从国有电信企业在日常市场营销过程中营销行为所涉及法律风险的识别、危害结果评估和防范途径选择,结合电信企业营销风险管理体系的建设和完善,以及今后国有电信企业营销法律风险防控的趋势和走向等问题开展相关研究和探索。本文拟运用合同法、著作权法、消费者权益保护法、反不正当竞争法、反垄断法、电信条例等相关法律法规,结合企业风险管理的理论内容,针对国有电信企业营销法律风险防控的实际情况,提出具体风险防范的措施和建议。本文共分为四个部分:第一部分对国有电信企业营销业务、营销法律风险以及相关风险的管控现状进行综述;第二部分分析了国有电信企业营销法律风险防控的具体管理原则和内容,并对存在的法律风险提出防范措施与建议;第三部分从管理体系建设角度出发,对国有电信企业的营销风险防控工作进行总结。第四部分对国有电信企业营销法律风险防范的趋势、目标和挑战进行阐述。更多还原

【Abstract】 In today’s increasingly market competition environment, the enterprise’s marketing management is directly related to the enterprise’s final performance. In order to make a fair competitive environment, the market economy system demand that all enterprises must strictly comply with the laws and regulations of the country. Therefore, to strengthen the marketing of enterprise legal risk management is the objective need of enterprises to participate in market competition, but also an important guarantee for the healthy development of enterprises. In practice, many company marketing activities can’t in strict accordance with the rules and regulations, and then the legal risk will come. This article carried out from the state owned telecom enterprises in the marketing process of daily marketing behavior involved in legal risk identification, hazard assessment results and prevention approach, combined with the construction of the system of marketing risk management of telecom enterprise and improvement, and the future of state-owned telecom enterprise legal risk prevention and control of the marketing trends and other issues related to research and explore.This article intends to use copyright law, contract law, consumer protection law, anti unfair competition law, anti monopoly law, the telecommunications regulation and other relevant laws and regulations, combined with the theory of enterprise risk management, according to actual situation of the state-owned telecom enterprise marketing legal risk prevention and control, put forward specific risk prevention measures and suggestions.This article is divided into four parts: the first part summary the control status of state-owned telecom enterprise marketing, marketing, legal risk and risk; the second part analysis the management principles and contents of the state-owned telecom enterprise marketing legal risk prevention and control, and put forward some countermeasures and suggestions on the problems of legal risk; the third part summary from the perspective of the construction of the management system of marketing risk, prevention and control of state owned telecom enterprises. The fourth part carries on the elaboration to the state-owned telecom enterprise legal risk prevention of marketing trend, goals and challenges.更多还原