The Forewarning Research of Enterprise Marketing Crisis
In changeable and complex market environment, the enterprise not only must face various kinds of intense marketing competition, but also must prevent and deal with each kind of sudden marketing crisis. To guard against marketing crisis, the enterprise must establish the marketing forewarning system, and to research enterprise marketing forewarning system, we must first have to do special research to and establish the forewarning index system of enterprise marketing. This article has designed gray synthesis evaluation model with forewarning index system as enterprise marketing activity information, and take an enterprise as example to prove the practicability of the marketing crisis forewarning model. Therefore, it has guiding meaning for enterprise to realize its marketing crisis and to enhance the enterprises capability to guard against the crisis it is facing.
Marketing crisis grey system theory forewarning research
Guangyi Xu Yanbing Yang
The economy and management school of Harbin Engineering University
国际会议
哈尔滨
英文
157-162
2007-08-26（万方平台首次上网日期，不代表论文的发表时间）