本文阐述了市场营销预测是营销管理的基础,认为复杂多变的市场环境是营销风险存在的必然;提出建立营销风险评价体系是营销管理的重要内容,建立预警机制是防范营销风险的重要手段,并探讨了营销风险预警机制的概念、内容、处理程序。 This article elaborates that marketing forecast is the foundation of marketing management, considers that the complicated and changing market environment is the necessity of marketing risk, puts forward that setting up marketing risk evaluation system is an important content of marketing management, and establishing early warning mechanism is an important means to prevent marketing risk. And discussed the concept, content and process of marketing risk early warning mechanism.