摘要
在市场经济条件下,由于企业所面临的营销环境以及企业自身经营活动的复杂性、多变性和不确定性,导致企业在经营活动中出现各种风险。企业在开展营销活动时,对营销风险产生的原因要有一个清醒的认识,并采取相应的规避措施,最终实现企业的目标。
In market economy, there are all kinds of risks in enterprise operative activity because of the complexity, variability and uncertainty of marketing environment and enterprise operative activity. Therefore, enterprises must have a sober understanding to the reason of marketing risks, take corresponding measures to avoid risks and achieve enterprise＇ s goal finally.
出处
《长江大学学报（社会科学版）》
2009年第4期68-70,共3页
Journal of Yangtze University（Social Sciences Edition）
关键词
企业
营销风险
enterprise
marketing risk
