Research On The Festival Marketing Risk Assessment Of Platform A

The management of marketing risk can bring economic benefits to enterprises while enhancing the comprehensive strength of enterprises,highlighting the necessity of marketing risk assessment.The increasing uncertainty and complexity of marketing reflect the urgency of establishing marketing risk evaluation system to a certain extent.Based on the above situation,this dissertation takes the establishment of a platform A festival marketing risk evaluation system as the guidance,combs the development of marketing risk management theory,analyzes the status quo of platform A Festival marketing,and tries to build a platform A festival marketing risk evaluation system based on the fuzzy comprehensive evaluation method.This dissertation is divided into three parts.The first part discusses the research background,research significance,marketing risk management status and research methods,which lays the foundation for the follow-up study.The second part is the main part of this paper.Firstly,the status quo of festival marketing of Platform A is analyzed by interviews,process methods and historical data methods.Then,the risk factors of festival marketing of Platform A are identified by historical experience,process methods and literature research methods,and a preliminary evaluation index is constructed,and then the evaluation index is revised by expert investigation method.Based on the fuzzy comprehensive evaluation method,a set of risk evaluation and warning system of festival marketing for platform A is constructed.Taking 517 Telecommunication festival marketing activities as an example,its marketing risk is analyzed and evaluated,and corresponding strategies and suggestions are put forward according to the final evaluation results,which shows the feasibility of applying the risk evaluation index system of festival marketing to platform A and its assistance to level A.The significance of Taiwan's solving practical problems.The third part is the summary and outlook of the paper,and also analyses the inadequacies of this study and the content worthy of further deepening.