企业营销战略风险防范机制研究

A Study of Prevention Mechanism for Marketing Strategic Risks

市场营销活动面对着复杂的环境,在这一复杂环境中由于各种因素的影响,营销活动存在很多风险,近年来营销危机事件不断增加,营销风险已严重制约了企业经营活动。为了保障企业营销活动的正常开展,有必要构建企业营销风险防范机制。文章将市场营销理论和风险管理理论相结合提出营销战略风险防范机制,为企业营销安全运行提供保障。

Marketing has been subject to various risks lingering in increasingly complex environment.Recent marketing crises indicate that marketing risks seriously undermine enterprise business.The establishment of prevention mechanism for strategic risks is necessary to ensure sound marketing.Integrating marketing theory and risk management theory,this paper proposes a prevention mechanism for marketing strategic risks.