Identification And Evaluation Of Power Supply Enterprise Marketing Risks

In today’s society, power enterprise risks come from many aspects, not only from the power grid enterprise risks outside, but also from the internal management. Judging from production operation to the user market, marketing is not easiest to navigate, the likelihood of the risk factors happened is very high. Supply enterprises as monopoly enterprise,the power supply enterprise marketing work will affect the performance of the power industry But because of its monopoly, most of power supply enterprises ignore for the marketing risks, therefore the marketing aspect, the huge risk was also ignored. So power enterprise should apply the correct means of marketing in the marketing process of the risk and crisis, in order to reduce the risk and the damage from the crisis.In this paper, the theory of marketing risk of power supply enterprise is studied, including the definition of risk and risk management, the formation mechanism and classification of risk, the recognition of power supply enterprise risk and so on. Subsequently on power supply enterprise marketing risk factors were analysis and induction, the experts investigation method, Delphi method, brainstorming to the power supply business enterprise features. The characteristics of the marketing environment in-depth study, and summarizes the influence factors of power supply enterprise marketing risk. According to the construction of the index system of principles and methods, the establishment of power supply enterprise marketing risk evaluation index system, index system including internal factors, power users, competitors and other factors of four level indicators,12 secondary indicators. Then, this article uses the fuzzy comprehensive evaluation method and the analytic hierarchy process, and carries on the comprehensive appraisal to the power supply enterprise marketing risk from the qualitative and the quantitative dual angle. Finally according to the specific situation of Hebei Province, a power supply enterprise case study, the validation results show the the power supply enterprise marketing risk in "very good", "good", "general", "poor" and "poor" the five grades, which belongs to the "good" rating conclusion, from the "very good" level there is still a certain distance, this paper to the conclusion the generated are analyzed, and also to provide reference and theoretical basis for other power supply enterprise marketing risk effectively. Finally, the risk assessment results are analyzed, and the suggestions and improvement direction of the marketing risks of power supply enterprises are given. At the same time, it also proves that the fuzzy analytic hierarchy process and index system can be used to solve the problem of marketing risk evaluation of power supply enterprises.