中文摘要：

在回顾前人研究的基础上，给企业营销风险传导下了定义，从经营者的“趋利避害”、心理预期的多米诺（Domino）骨牌效应、“牛鞭效应”、“反应时滞”效应、道德风险、逆向选择以及产品运输、资金交付、信息传播等七个方面对企业营销风险传导产生的原因进行了分析，总结出了“水流洼地”规律、风险传导“变异”规律、风险势能”趋向均衡”规律、风险因子互动规律等四条企业营销风险传导的运行规律。

英文摘要：

Based on the review of the correlative research of the predecessors, this article defines the conduction of enterprises marketing risks,analyzes the reasons for its formation from the following aspects.the operators＂ striving to seek advantages and avoid disadvantages, the domino effect expected psychologically,the whip effect, the effect of reaction with time delay,moral risks,indirect selection, and products transportation, the delivery of capital, dissemination of information, and concludes the following operational laws of the conduction of enterprise marketing risks.the law of the stream depression,the law of the variation of risk conduction,the law of the risks＇ potential energy tending to he equilihrium and the law of risk factors＇ interaction.