摘要
营销风险是由营销环境等因素的不确定变化带来的,营销风险衡量是营销风险管理的核心。文章提出了基于改进BP神经网络的营销风险评价方法。这种方法的步骤包括建立营销风险评价指标体系,并进行FA指标处理;构建BP神经网络模型,以实例训练模型,并验证此方法的可行性。在此基础上,用概率法划分五个营销风险等级,并根据企业承受营销风险的能力及风险管理水平,采取相应的预警控制措施。
The marketing risk comes from the uncertainty of the marketing environment, and it＇s measure is the core of marketing risk management. A method based on the optimized BP neural network model is discussed in this paper to evaluate it. There are some steps to establish this method, including establishing the marketing risk evaluation index system and disposing FA index, designing the BP neural network model, training model, and validating feasibility of the method by example. Then five marketing risk grades are divided by probability method, and corresponding measures of the marketing risk early warning can be taken according to the capability of risk endurance and the level of risk management.
出处
《西北农林科技大学学报（社会科学版）》
2006年第2期69-74,共6页
Journal of Northwest A&F University(Social Science Edition)
