Collaborative Analysis and Research on Marketing Risk and Enterprise Growth

Abstract

To measure the level of synergy between marketing analysis and business growth, the existing literature is used to analyse the two perspectives of marketing risk and business growth and explore the possible links between the two based on synergy theory. A marketing management system and a business growth system are developed. The marketing system is based on seven indicators: cash ratio, asset turnover ratio, gearing ratio, current ratio, fixed asset turnover ratio, and higher technology share. The enterprise growth system is based on the growth rate of net asset income, the ratio of main earnings, the synchronization rate of main income and main profit growth, the capital preservation and appreciation rate, and the retention rate of profit retention. Corporate growth is inseparable from deep resource integration, of which marketing risk is a key part and the study of whether there is a link between the two systems of existence through the quantification of indicators and synergistic analysis of the linkage between the two.