试论A燃气公司营销风险管理

发布时间：2018-07-01 13:24

本文选题：燃气企业 + 营销风险　；参考：《苏州大学》2014年硕士论文

【摘要】：燃气行业关系国计民生，但其自然垄断性与经营主体多样性，给企业营销风险管理带来极大挑战。本文拟结合A燃气公司的实际情况，运用营销风险管理方法,对燃气企业营销风险进行有效识别，选择关键风险加以分析与衡量，从而找出企业营销风险管理的有效办法；并根据营销风险管理思路，建立起一整套切实可行的营销风险管理系统，从企业营销风险管理之战略目标、技术流程、基础设施和内部环境四个维度出发，综合考虑影响风险决策的因素，将整个企业营销面临的各类风险以及承担这些风险的各个业务单位纳入到统一的管理体系中，通过资源的有效整合，达到风险管理要素的最优均衡，，实现企业营销价值创造的最优化。
[Abstract]:The gas industry relates to the national economy and the people's livelihood, but its natural monopoly and the diversity of the management subject bring great challenge to the marketing risk management of the enterprise. Combined with the actual situation of A Gas Company, this paper uses the marketing risk management method to identify the marketing risk of gas enterprise effectively, select the key risk to analyze and measure, so as to find out the effective method of enterprise marketing risk management. According to the idea of marketing risk management, a set of feasible marketing risk management system is established, starting from the four dimensions of enterprise marketing risk management strategic goal, technical process, infrastructure and internal environment. Considering the factors that influence the risk decision-making, the various risks faced by the whole enterprise marketing and the business units that bear these risks are integrated into the unified management system, and through the effective integration of resources, To achieve the optimal balance of risk management elements, to achieve the optimization of enterprise marketing value creation.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.22;F274

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