| Currently , facing the environment of changing marketing environment, economic globalization, more and more fierce competition, the competition of enterprise mostly depends on the effect of marketing planning and marketing activities. Therefore, to get the advantageous place in the competition, modern enterprises should observe the enterprise surroundings and operate a good marketing management, so as to cope with variable marketing risks. Nevertheless, with the limited concept about marketing management in enterprises, restricted in merely one aspect or one activity, the problem of marketing risk managing system doesn't be solved thoroughly, which hasn't been regarded as a whole. Most of enterprises control and analyze the marketing risk by finical indexes after-even, not preventing and controlling the risks systematically. So the study of marketing risk forewarning has become a necessary and practical issue.Based on the theories of marketing management, risk management and economy early-warning, by means of the knowledge of management, fuzzy mathematics and the computer technology synthetically, this thesis discusses the connotation; causes of marketing risk the measures and principles of marketing early-warning management. On this base, it has put forward to a practical system of marketing risk early-warning management, which build up the evaluation indexes, and be specified quantitatively by multilevel fuzzy integrative evaluation method. The emphasis of this thesis lies on realizing the function of pre-warning and pre-control by applying the knowledge of Database and Expert systems on marketing risk early-warning management, so as to offer a feasible idea and solution to marketing risk early-warning management for modern enterprises.According to the contents, characteristics and the classification which affect marketing management, the chapter 3 builds the evaluation index system of marketing risk early-warning management. Applying multilevel fuzzy integrative evaluation method to evaluate marketing risk, by qualitative way and quantitative way, this thesis has introduced fuzzy mathematics in deal with quantitative index. On the basis of the actual demand of this accessory system, analyzing the professional procedure, designing the function module of its computer accessory system, Chapter 4 has chosen the suitable implementation technique and security tactics of the system; Chapter 5 sets up an example to demonstrate the feasibility and practicability of the evaluation index model, and also discusses the countermeasures of pre-control of marketing risk. |
