Research on Early Warning System of Company’s Marketing Risk Based on Simulated Community in the Internet
|School||Harbin Institute of Technology|
|Keywords||virtual community marketing risks information systems early warning indicators pre-control countermeasures|
In the new century, the marketing activity is faced with a complex system. In the system, there are lots of risks in the marketing activity. In recent years, the marketing crisis increases continuously. In order to guarantee the development of marketing, it’s necessary to set up an early warning system of marketing risks. The thought of early warning appeared in the marketing crisis just in the recent years. With the development of the modern information technologies, Internet is not a unfamiliar conception, it comes to our life and changed our life style, its influences to the modern companies and the society can’t be ignored. Internet becomes more and more popular as the communication interface between companies and its consumers.The evaluation of Companies’marketing risk based on the simulated community is realized by the building of the marketing risk evaluation indices system, integrating the specialties of the information in the simulated community and the completed marketing operation procedure. The paper evaluates marketing risks through the marketing risks indices system. The method is maneuverable and promising.Based on the current information technologies, the paper provides a program to collect the information, to classify the information and realize the emotion analysis. The flow chart is adopted to identify the marketing operable risks, which can be separated into the value choosing risks, value providing risks and value communicating risks. And then the early warning indices system of marketing risks is set up through the risks identification. The indices system makes the marketing risks to be measurable, clear, and operable as well as objective.The indices early warning method includes the early warning information systems, early warning indices system, early warning rule and the pre-controlling measures. The first step is to identify the marketing risks, which can find out the various marketing risks in the enterprises.Subsequently, the paper gives prominence to the process of operation and application. In the process, the enterprises have to filtrate the indices, enact the index weight, evaluate the marketing risks and give an alarm. Enacting the index weight in reason is the key to the early warning. The paper adopts the AHP method to do it. After the evaluation and alarm, the paper studies the pre-controlling measure. The pre-controlling measure may avoid or reduce the risks lost.