I 摘要 在房地产市场需求不断加大的推动下，作为房地产基础工业原料的混凝土行业得以 快速发展。但是，行业的快速发展也带来了各种风险和不确定因素，在这些因素中，一 个不可忽视的因素就是营销风险，营销是以产生效益为最终目的，在混凝土行业中营销 风险随着业务压力而逐渐爆发出来，近年来对混凝土行业的营销风险研究也受到了学者 们的青睐。本文对 NF 混凝土公司的营销风险问题进行分析，通过对 NF 混凝土公司的 营销管理问题进行分析，得出 NF 混凝土公司在营销风险管理过程中存在的各种问题， 并能够针对 NF 混凝土公司的情况特点提出针对性措施，有效解决 NF 混凝土公司的营 销风险问题，促进 NF 混凝土公司风险控制与销售业绩的增长。 本文研究首先明确界定了混凝土行业营销风险的内涵和特点，其次对 NF 混凝土公 司 NF 混凝土公司营销风险管理现状有了清晰的了解，并详细分析了 NF 混凝土公司营 销的内部风险因素和外部风险因素，研究结果表明：在 NF 混凝土公司营销风险管理成 熟度的六个一级指标中，营销风险管理战略和营销风险人员管理能力这两个一级指标的 成熟度是最高的，分别达到了 0.244 和 0.241，说明 NF 混凝土公司的营销管理战略得到 了有效执行，并能够进行战略回顾和改进，同时营销人员的专业知识和风险的计量手段 方面有了较大程度的提升。NF 混凝土公司在客户流失风险和物流因素风险方面的管理 成熟度是非常差的，分别为 0.09 和 0.11，因为这两个风险都牵涉到外部因素，故 NF 混 凝土公司在对外部因素的管控方面能力还有待于进一步提升，其他一级指标的成熟度方 面基本维持较为均衡的态势。第三，以成熟度模型为基础对 NF 混凝土公司营销风险管 理能力进行测评，结果显示：NF 公司营销风险管理水平总体较好，处于行业中上游水 平，在风险管理和人员培养方面还需要加强，NF 公司可从风险管理理念、风险管理制 度体系、风险管理流程、风险管理组织结构等方面进行努力，以有效改善 NF 混凝土公 司营销风险管理。 关键词:营销风险，模糊分析法，风险控制，优化提升 研究类型:应用研究西北大学硕士学位论文 II Abstract Driven by the increasing demand of the real estate market, the concrete industry, as the basic industrial raw material of the real estate industry, develops rapidly. However, the rapid development of the industry also brought various risks and uncertainties, in these factors, a risk factor is to be reckoned with in the marketing, marketing is make profit as the ultimate goal, in the concrete industry marketing risks as business pressure and gradually broke out, the concrete industry in recent years the marketing risk research also got the favour of scholars. This article analyzed problems of NF concrete company's marketing risk, through the NF concrete analysis of the company's marketing management problems, it is concluded that the NF concrete companies in all sorts of problems exist in the process of marketing risk management, and can according to the characteristics of the NF concrete company proposed targeted measures to effectively solve the problem of NF concrete company's marketing risk, promote the NF company marketing level and performance of concrete improve effectively. The research conclusions of this paper mainly include three aspects: first, clearly defined the connotation and characteristics of concrete industry marketing risk; Secondly, I have a clear understanding of the current situation of NF concrete company's marketing risk management, and have analyzed the internal and external risk factors of NF concrete company's marketing in detail. The research results show that: In NF concrete company marketing risk management in six first-level indicators of maturity, marketing risk management strategies and risk management ability the two indicators of maturity is the highest, reached 0.244 and 0.241 respectively, shows the NF concrete company's marketing management strategy has been effectively, and can make strategic review and improvement, and marketing personnel's professional knowledge and risk measurement method has a greater degree of ascension. NF concrete risk factors and logistics company in the customer loss risk management maturity is very poor, 0.09 and 0.11, respectively, for both risk involving external factors, therefore, NF concrete company in terms of external factors control ability has yet to be further promoted, other indicators of maturity in terms of basic maintain relatively balanced posture. Thirdly, the marketing risk management ability of NF concrete company is evaluated on the basis of maturity model. The results show that the marketing risk management level of NF concrete company is at the top level, and there are some deficiencies in risk concept, strategy and the ability training of marketing personnel. Fourthly, it puts forward the optimizationAbstract III countermeasures of NF concrete company's marketing risk management from the aspects of strengthening the marketing risk management concept, perfecting the marketing risk management system of NF concrete company, perfecting the marketing risk management flow of NF concrete company, and perfecting the organizational structure of NF concrete company's marketing risk management. KeyWords:Marketing risk, fuzzy analysis, risk control，optimization and promotion ResearchType:Application Research西北大学硕士学位论文 IV 目 录 摘要...........................................................................................................................................I ABSTRACT...............................................................................................................................II 目 录........................................................................................................................................IV 第一章 绪论.............................................................................................................................. 1 1.1 研究背景及意义 .............................................................................................................. 1 1.2 研究内容及方法 .............................................................................................................. 2 1.2.1 文章的主要研究内容................................................................................................ 2 1.2.2 研究方法.................................................................................................................... 3 1.3 研究思路及框架 .............................................................................................................. 3 1.4 本文的主要工作和可能的创新之处.............................................................................. 4 第二章 营销风险控制管理的理论及综述.............................................................................. 6 2.1 相关概念及界定.............................................................................................................. 6 2.1.1 营销风险................................................................................................................... 6 2.1.2 风险识别................................................................................................................... 6 2.1.3 营销风险管理............................................................................................................ 6 2.1.4 营销风险控制........................................................................................................... 7 2.2 国内外研究综述.............................................................................................................. 8 2.2.1 国外研究综述........................................................................................................... 8 2.2.2 国内研究综述........................................................................................................... 8 2.2.3 研究述评................................................................................................................... 9 2.3 营销及风险管理基本理论 ............................................................................................ 10 2.3.1 营销理论................................................................................................................. 10 2.3.2 风险管理理论....................................................................................