| 小微企业营销风险演化机理及防范策略 |
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| 引用本文： | 何叶荣,李玲.小微企业营销风险演化机理及防范策略[J].淮南工业学院学报(社会科学版),2014(1):26-30. |
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| 作者姓名： | 何叶荣 李玲 |
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| 作者单位： | [1]安徽理工大学能源与安全学院,安徽淮南232001 [2]淮南师范学院经济与管理学院,安徽淮南232038 |
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| 基金项目： | 国家自然基金（51374114）;安徽省哲学社会科学规划项目（AHSK11-12D293）;教育部人文社会科学研究项目（13YJCZH077）;淮南市科技计划项目“煤矿风险知识管理系统的研究与开发”（2012A00913） |
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| 摘 要： | 小微企业营销风险是其经营风险的一个重要组成部分.首先阐述了小微企业营销风险的概念,然后根据小微企业的自身特点和生存环境,运用风险演化理论,分析小微企业营销风险类型、研究其营销风险演化机理,最后提出相应防范策略.
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| 关 键 词： | 小微企业 营销风险 演化机理 防范策略 |
Marketing risk evolution mechanism and protective strategies of small and micro enterprises |
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| HE Ye- rong,LI Ling.Marketing risk evolution mechanism and protective strategies of small and micro enterprises[J].Journal of Huainan Institute of Technology(Social Science),2014(1):26-30. |
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| Authors: | HE Ye- rong LI Ling |
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| Institution: | 1. School of Mining and Safety Engineering,Aust, Huainan, Anhui 232001, China;2. School of Economic and Management, Hua- inan Normal University, Huainan, Anhui 232038, China) |
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| Abstract: | Marketing risk is an important component of business risks in small and micro entel：prises. This paper first expounds the concept of the marketing risk of small and micro enterprises, and then, ~based on their charac- teristics and living environment, analyses the types of their marketing risks with risk evolution theory, explores the mechanism of marketin~ risk evolution and finally Droooses corresoondin~ oreventive strategies. |
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| Keywords: | small and micro enterprises marketing risk evolution mechanism preventive strategies |
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