Author(s)

Jianping Yang, Xiaofang Bian

Corresponding Author

Jianping Yang

Abstract

Enterprise marketing management can not only study consumption needs in isolation, but also play an important role in enterprise marketing only by studying consumers and their behavior comprehensively and profoundly. In order to quantify marketing risk scientifically, we should first establish a scientific evaluation index system. Therefore, the construction of early warning evaluation index system and the quantitative comprehensive evaluation method of marketing risk are the focus of this paper. Based on the theory of marketing management, crisis management theory and early warning theory, this paper analyzes the connotation, factors, movement principle of enterprise marketing crisis and the methods and principles of enterprise marketing crisis early warning management. On this basis, a crisis early warning indicator system was constructed. If enterprises want to stand out in the fierce market competition, they must thoroughly analyze consumer behavior and implement differentiated marketing strategies.

Keywords

Consumer Behavior, Enterprise Marketing, Early Warning Indicators