【作者】 刘军；

【导师】 王满仓；

【作者基本信息】 西北大学 ， 高级工商管理（EMBA）（专业学位）， 2012， 硕士

【摘要】 随着经济全球化程度的不断提高和市场经济的快速发展,各企业都在不断的整合资源做大做强。但是在这种趋势的背后,企业同时面临着越来越多的市场风险,其中市场营销风险关系着企业的未来发展和命运。近年来,神木县兴永兰炭公司不断扩大规模迅速扩张的同时,也面临来自市场风险的压力。如何强化公式市场风险意识及对市场营销风险的识别防控能力,己成为公司目前急需解决的问题。本文主要以神木县兴永兰炭公司的实际营销情况为出发点,采用理论与实践相结合的方法,在大量文献搜集和实际调研的基础上,对公司现阶段可能存在的市场营销风险进行了识别与分析,最终全面评估了公司的营销风险水平,并提出了规避和防控风险的措施。首先,本文采用波特五力模型和SWOT分析法对公司营销的内外部环境和市场营销状况做了分析,分析认为公司目前正处在一个对发展很有利的环境之中,并且机遇和威胁并存。在此基础上,本文通过定性的分析认为公司现存的营销风险主要有产品风险、定价风险、分销渠道风险和促销风险,各风险对总体营销风险的影响程度不同。接着通过建立模糊综合评价模型得出公司总体营销风险处于轻微状态。最后,针对目前的营销风险状况提出了建立预警体系的防控措施。本文对神木县兴永兰炭公司存在的市场营销风险进行了识别和分析,并通过模型对营销风险进行了量化的评估,最终提出了防控风险的措施。这对兴永兰炭公司在保证风险最小化的同时实现收益最大化具有现实的指导意义,并对煤化工行业中的其他企业进行营销风险研究具有参考价值。更多还原

【Abstract】 With the rapid development of economic globalization and market economy, enterprises are constantly integrating resources to become bigger and stronger. At the same time, enterprises are also facing more and more market risks which are directly relevant to the future development and destiny. In recent years, Shenmu Xingyong semi-coke company is also facing the same situation. How to strengthen the company’s market risk awareness and capability for market risk prevention and control has become the most urgent problem.Based on the actual marketing situation of Shenmu Xingyong semi-coke company, this paper has made a comprehensive analysis and assessment for the current marketing risk and ultimately proposed a method for the risk circumvention and control. Firstly, this paper has made an analysis for the company’s marketing environment and actual situation by using Michael Porter’s Five Forces Model and SWOT analysis method. The analysis result shows currently the company is in a conducive environment for the development, opportunities and challenges coexist. Based on this analysis, we believe that product risk, pricing risk, distribution channels risk and promotions risk are the main marketing risks which the company are facing. Each risk has the different effect on the overall marketing risk. Then we get the conclusion that the overall marketing risk the company is facing is mild through the establishment of the fuzzy synthetic evaluation model. Finally, facing the current marketing risk, this paper proposes to establish an early warning system in order to prevent and control the future marketing risk. This paper can bring the practical guiding significance for Shenmu Xingyong semi-coke company to minimize risk and maximize profit. It can also be a reference for other coal company’s marketing risk research.更多还原