【作者】 李立；

【导师】 汪波； 冯立杰；

【作者基本信息】 天津大学 ， 工业工程， 2004， 硕士

【摘要】 随着我国加入WTO,企业的市场营销活动空前重要。营销的全球化、网络化和市场竞争的全球化,使我国企业的市场营销面临的风险因素更加复杂多变,我国企业比全球市场上重要对手的市场营销风险大得多。而我国企业较少有生产企业规范地实施市场营销安全管理。研究和实施市场营销安全管理,对保障我国企业的健康与持续发展具有重要的促进意义。企业市场营销安全理论研究是学术界和企业界的新课题,在国外相关的专业论著也不多,论文第一章从企业所处的国际国内的环境出发,分析了课题提出的背景,阐述了其研究价值和意义,界定了课题研究的内容和方法。第二章阐述了企业营销风险含义、特征的相关内容,以及对企业营销风险的分类,系统地分析了各类营销风险及其成因机理。第三章阐述了企业市场营销安全的基本原理,给出企业营销安全的基本定义,对营销安全的特征和形态进行归纳,并分析了企业营销安全与经济安全的关系。第四章介绍了营销安全预警指标选择原则与系统功能,在对企业营销安全管理内容和预警指标体系探讨的基础上,对企业营销安全的各个方面给出了基本预警指标,并指出了对主观指标进行模糊综合评估的基本原理。运用模糊综合评价方法,从定性与定量相结合的角度出发对营销安全进行量化。第五章进行了实证研究。本文对于我国企业营销安全管理研究具有一定的参考价值,我们可以在此基础上做进一步的研究和应用。更多还原

【Abstract】 After China’s entrance into the WTO, the marketing activities ofenterprise have become significantly important. The globalization of marketing,the networked marketing, and the globalization of competition result in themore complicated and more changeable risk factors faced with the marketing ofChinese enterprises. The marketing risk of Chinese enterprise is much greaterthan that of the important rival on the global market. However, Chineseenterprise is less likely to implement the standard marketing securitymanagement. Therefore, the study and implementation of the marketing securitymanagement play a significant role in ensuring the sound and lasting developmentof Chinese enterprise.The theoretical study on marketing security is a new subject of the academiaand business circles in China, and there are few specialized treatises relatedto this study abroad. Proceeding from the international and domesticenvironment of enterprise, the first chapter of this paper analyzes thebackground of putting forward the subject, explains the value and significanceof the study, and presents the content and methods of the study. Chapter twogives the definition, characteristics, and classification of the marketing risk,and systematically analyzes various marketing risks and their formation causemechanism. The third chapter presents the basic principle and definition of themarketing security, sums up the characteristic and form of the marketingsecurity, and analyzes the relationship between the marketing security ofenterprise and the economic security. In chapter four, the choosing principleand systematic function of the marketing security early-warning index arerecommended. And the basic early-warning indexes in all aspects of the marketingsecurity are given on the basis of the discussion on the content of the marketingsecurity management and on the early-warning index system. Meanwhile, the basicprinciple of making fuzzy comprehensive evaluation on subjective index ispresented. Proceeding from the combination of qualitative and quantitative,the marketing security is quantified by means of fuzzy comprehensive evaluation.Chapter five tentatively probes into the marketing security management measures,which give some reference to the marketing security management of Chineseenterprise. Further research and application may be undertaken in China.更多还原