市场营销预警系统研究.docVIP

哈 尔 滨 商 业 大 学 毕 业 论 文 毕业论文题目 市场营销预警系统研究 指 导 教 师 安瑞娟 年 月 日摘 要 进入21世纪，经济全球化和竞争国际化的步伐越来越快，与此相伴的是企业所面临的内外部环境更加复杂。企业所面临的外部营销环境风险、营销策略失误风险、营销组织管理风险等增多。同时，企业还受到了越来越多的营销危机的威胁。建立市场营销预警系统，就成为预防营销风险并确保营销活动正常进行的重要手段。 市场营销预警系统，由五大部分构成：外部营销环境预警系统、营销运作策略预警系统、营销管理预警系统、营销危机预警系统、营销预警信息管理系统。市场营销预警系统的运行，主要是建立规范化的流程来得以实现。 市场营销预警系统的构建与运行，要考虑营销预警系统与其他预警系统的衔接与匹配，以保障整个企业预警管理系统的和谐性。同时，市场营销预警系统是一个动态调整系统，要根据市场环境和营销预警系统本身的要求，对其进行动态化的调整与完善。营销预警系统是将营销管理工作系统化的一套工具，尽管它越来越受到企业界的欢迎，但是营销预警系统仍然不能取代非正式信息传播渠道。 关键词：市场营销预警；市场营销预警系统；市场营销预警系统运行 ABSTRACT Entering 21st century, the paces of economic globalization and competition internationalization are faster and faster, it is that the domestic and foreign environment that the enterprise face is more complicated with this together. Environmental risk of external marketing , marketing tactics fault risk , marketing organizational management risk that enterprises face ,etc. increase. Meanwhile, enterprises were also threatened by more and more marketing crises. Set up marketing early warning system, is it prevent marketing risk and guarantee marketing important means that activity go on normally to become. The early warning system of the marketing, is formed by five major parts: External marketing environment early warning system, marketing operation tactics early warning system , marketing management early warning system , marketing crisis early warning system , early warning information management system of marketing. The operation of the early warning system of the marketing, mainly set up standardized procedure. Marketing early warning construction and run of system, is it consider marketing early warning between system and to link up and match other early warning system to want, in order to ensure the concordance of the whole enterprises early warning administrative system. Meanwhile, marketing early warning system whether one adjust system dynamically, want according to the request of market environment and marketing early warn