基于网络模型的营销创新风险分析

Study on network model of marketing innovation risk analysis

根据现代企业的营销创新的特点,引入项目管理网络图和网络模型理论,并提出现代企业进行营销创新风险分析的网络模型,同时结合某汽车公司推出的两个营销创新方案进行案例研究,为现代企业开展营销创新提供一种有效的风险分析方法.

This paper puts forward the network model to analyze the marketing innovation risk, according to the characteristics of modern enterprises' marketing innovation, importing the concept of project network figure from the theory of project management.In order to provide an effective marketing innovation risk analysis method for modern enterprises.This paper also uses the network model to analyze two new marketing innovation policy of an automobile company.