汽车营销企业风险分析与评价研究

Study on the Risk Analysis and Evaluation of Automobile Marketing Enterprise

文中根据汽车营销企业的特点研究了我国汽车营销企业面临的外、内部风险,在此基础上构建风险评价指标体系,运用评分法对指标体系进行权重分析,采用模糊综合评价法对风险进行评价。通过对营销企业实际调查与数据收集,进行实证分析。

According to the characteristics of automobile marketing enterprises in China,this article analyzes the external and internal risk of the automobile marketing enterprises.Based on the analysis,this paper set up the risk assessment system and uses the rating method indicator system to calculate the weight analysis,and then applies the fuzzy comprehensive evaluation method to evaluate the risk.Finally,uses an empirical analysis to analyze the risk through the marketing business survey and data collection.