The Measure and Control of Enterprise Marketing Risk in the E-business Environment

  •  Lingbing Hu    
  •  Baoyin Zhang    
  •  Yu Wu    


In this article, through analyzing the change of enterprise marketing mode and the characters of marketing risk in the e-business environment, we establish the 3D embedded random measure model which suits for the e-business enterprise marketing risk, define the combination rules of the risk index system of this model, establish the theoretical base to measure the marketing risk for e-business enterprises, and analyze the warning and control of enterprise marketing risk under the model.

This work is licensed under a Creative Commons Attribution 4.0 License.