Marketing Risk Path Identification of Small and Medium-sized Energy Enterprises Based on ISM-MIMAC
Rui Kun Gong, Jingxi Li, Siying Wang, Xue Li · BCP Business & Management · 2022
To explore the path identification of marketing risk factors in small and medium-sized energy enterprises, this study extracts 16 factors influencing marketing from 3 aspects of the external environment, internal management and information feedback through literature analysis and expert interviews. In this paper, the interpretative structural model (ISM) is used to construct the multi-level structural diagram of influencing factors and the influencing factors are divided into three layers: direct factors, intermediate factors and fundamental factors. Then the matrix impact of cross multiplication applied to classification (MICMAC) is used to analyze the factors affecting the risk of small and medium-sized energy enterprises, and then the driving force and dependency classification diagram of marketing risk factors is drawn. The results show that the dependence and driving force of financing risk, partners, marketing personnel and other factors are relatively weak, and risk treatment can be prioritized. The factors such as lack of policies, sudden factors and organizational structure have high driving forces, which are the key factors that constitute the marketing risks of energy enterprises, and should be focused on. This study takes the marketing risk factors of small and medium-sized energy enterprises as the research object, and the research results have certain universality, which can provide new solutions for small and medium-sized energy enterprises to face marketing risks.