The Study Of Marketing Risk On BP Neutral Network

The marketing management takes entire enterprise system function a part, passes through the enterprise movement process throughout the beginning to end. Its movement condition quality was deciding whether the entire enterprise system effectively does revolve. Inside and outside locates which accompany with the enterprise manages the environment complex day by day changeable, the enterprise faces element of certainty more and more many, the marketing risk event more and more are also many. But the enterprise actually lacks the enough value day by day facing the prominent marketing risk question, lacks the effective guard measure and the method, thus causes many enterprises to fall into the difficult position which the loss even goes bankrupt, goes out of business. Therefore, strengthens under the complex environment the enterprise marketing risk management research to have the significant practical significance.Based on this, the marketing risk becomes the restriction enterprise healthy development the primary factor, but the present marketing risk management research is far cannot satisfy the practice the need, therefore, this article attempts to the risk assessment to conduct the research, emerging enterprise theory and so on risk management and marketing management, risk management will unify, through method and so on questionnaire survey, quantity model, will follow determines the nature of the principle which will unify with the quota, take the enterprise marketing management process in each kind of possibility risk as the research object, will attempt to discuss one kind to carry on the assessment method to in the enterprise marketing process each kind of marketing risk, And how analyzes comprehensively utilizes it to in enterprise's marketing management.This article in summarizes in the domestic and foreign correlations research results foundation, had pointed out at present exists the insufficiency, and the realistic background and the theory background which located by the enterprise proposed the marketing risk assessment question, elaborated its research value and the significance;Then the systematized understanding marketing risk and the marketing risk management elementary theory knowledge, in this foundation, has constructed the enterprise marketing risk assessment target system, and has analyzed the commonly used marketing risk assessment method;In the systematized analysis nerve network theory, and has made the key elaboration to the BP nerve network, and has analyzed the input pitch point, the concealment pitch point and the output pitch point determination in turn, thus has established based on the BP nerve network marketing risk assessment model, finally has carried on the real diagnosis analysis, through to the model training and the examination, proved the BP nerve network applies in the marketing risk assessment is effective.