中文摘要：

新产品进入市场的安全问题是目前众多企业非常关心的实际操作问题，同时营销评价问题是以营销工程为主要支撑的市场营销科学研究之一，但传统的评价方法过于粗糙且不够全面。本文在其他学者的研究结果基础之上通过调查统计分析构建了比较客观全面的市场安全风险因素指标体系，运用可拓理论中的优度评价法建立了新产品入市的市场安全评价模型。实证研究结果表明这种评价方法具有较高的准确性，对于深入研究产品的营销安全评价问题有一定借鉴意义。

英文摘要：

The safety of new product entering market is concerned by most enterprises. Meanwhile, marketing evaluating is one of the marketing science research based on marketing engineering. Otherwise, conventional evaluation methods are usually not nicety and comprehensive enough. Using the results from other scholars, this paper constructs the evaluating indexes by investigating and statistics analyzing, and constitutes the evaluating model by extension set theory （EST）. The research results indicate that this method is comparatively of high validity, which is very significant for further study for marketing safety evaluating.