Research On Marketing Risk Control Of H Company

With the deepening of economic globalization,the intensification of competition in the market environment is becoming more and more severely,which causes the operation of enterprises is facing many uncertainties.As a major part of enterprise risk management and control,marketing risk management and control is a key factor affecting the stability and sustainable development of enterprises.Strengthening the prediction,management and prevention of marketing risk has become a crucial link in the process of enterprise operation and management.Therefore,based on relevant marketing risk management and control theories,the thesis takes the marketing activities of H Company's RF chip products in the domestic market as the research object,discuss and study the marketing risk management and control problems faced by H Company,and propose feasible improvement plans.By sorting out the actual situation of marketing risk of the case company,it is found that the problems exposed in the management of marketing risk have caused shackles to the enterprise's operation and development.Using AHP analytic hierarchy process,the risk factors involved in the marketing process are quantitatively evaluated item by item.Finally,on the basis of marketing risk identification,analysis and evaluation,an operational solution is proposed.Therefore,the thesis also provides certain reference value for similar enterprises in preventing potential marketing risks.