基于电子商务环境的营销风险测度理论与应用

In this paper, the three-dimensional inbuilt random measure model suited to analyze the enterprise marketing risk under e-business environment is established by analyzing change of enterprise marketing pattern and character of marketing risk under e-business environment, and the compound rule of risk index system of this model is defined, which lays a theory foundation for e-business enterprises to measure marketing risk, and then the problems of marketing risk alarm and control with this model are studied.