Method of Enterprise Marketing Risk Early-warning and The Index System Construction

Abstract

The avoiding of marketing risk is the critical safeguard for the existence and development of enterprises, it is also an important content in modern business management. The risk early-warning indexes act as the carriers of the information in enterprise marketing activities and take the duty of providing the information for the enterprise marketing early-warning system. The index is also the basis and core of effective operation in the system. The index system describes a comprehensive goal, it aims to seek a group to have qualitative representative and at the same time it can comprehensively reflect the synthesis goal and the requested characteristic index from various aspects, these indexes and the combinations can appropriately express the synthesis judgment of people, that is also the purpose of the establishment of the index system. The article had analyzed the enterprise marketing risk influence factor from the interior and exterior perspective. It constructed the risk early-warning index system by using the system analysis and the AHP method, rejected the small technical progress index factor through the principal components analysis method, and carried on the actual description of the concrete content of each index. Comparing with the existent index system, the index system constructed in this article is not only relatively succinct in exterior target, it increases the establishment of enterprise interior marketing risk index at the same time, this index system is relatively comprehensive, and in the end, using the BP artificial neural networks, it obtained satisfactory result.