随着短视频等新媒体技术的发展，网络营销传播不断遇到新的风险问题。以往的案例研究要么聚焦在网络营销技术、信用、法律以及政策等风险问题，要么分析以5W理论为代表的整合营销传播问题，更多立足传统行业传统公司的角度。综合梳理目前现有的研究成果，目前对基于新媒体形势下网络营销传播风险管理问题，研究的厚度和宽度还远远不够。随着数字经济发展和线上营销市场规模激增，无论是传统企业还是互联网巨头都纷纷布局网络营销传播领域，所以探析网络营销传播风险管理对我国企业未来如何更好地管理利用网络营销传播促进业务安全稳定发展意义重大。
笔者经过分析大量网络营销风险管理理论以及5W传播理论等文献资料，整理现有的理论脉络和研究成果，分析主要营销风险类别及评估模式，为本文的案例剖析部分提供了理论支持。在案例研究方面，我们以近几年发展最为迅猛的互联网平台独角兽D公司为例，对企业网络营销传播现状及在营销传播风险分类识别、营销传播风险评估以及营销传播风险控制等三大环节进行分析，并通过对其整个营销服务系统的风险管理经验及其创新点进行了总结，从而指出未来中国公司特别是网络科技公司进一步管理营销传播风险的改进方向。本文提出网络营销传播风险管理的创新改进和优化建议，也使得整个网络营销风险治理体系得到优化和提升。
当下互联网营销传播风险管理依然存在诸多问题，本文深度剖析D公司金融科技产品服务的营销风险控制闭环管理模式，为此后经营开展互联网营销业务，尤其是依靠大数据、信息流、短视频等新兴技术模式的互联网金融科技企业带来一些启发，同时对我国互联网金融科技企业开展营销传播管控有一定的参考意义，对更多企业如何采用科学有效的风险管理方法开展网络营销传播进行风险识别、衡量评价风险、预警风险和采取风险控制措施有一定的启示和参考意义。

With the development of short video and other new media technology, network marketing communication continues to encounter new risk problems. Previous case studies either focus on risk issues such as network marketing technology, credit, law and policy, or analyze integrated marketing communication represented by 5W theory, which is more based on the perspective of traditional companies in traditional industries. Comprehensively combing the existing research results, the thickness and width of the research on the risk management of network marketing communication based on the new media situation is far from enough. With the development of digital economy and the sharp increase in the scale of online marketing market, both traditional enterprises and Internet giants have laid out the field of network marketing communication one after another. therefore, the analysis of network marketing communication risk management is of great significance for Chinese enterprises to better manage and use network marketing communication to promote business development in the future.
Through the analysis of 5W communication theory and network marketing risk management theory and other literature, the author collates the existing theoretical pulse research results, and analyzes the main marketing risk categories and evaluation models, which provides theoretical support for the case analysis part of this paper. In the aspect of case study, we take Unicorn D, the fastest growing Internet platform in recent years, as an example to analyze the current situation of enterprise network marketing communication and the three major links of marketing risk identification, marketing risk assessment and marketing risk control, and summarize the risk management model and innovation of its overall marketing business system. This paper puts forward the improvement direction for Chinese enterprises, especially Internet enterprises, to further manage the risk of marketing communication in the future. This paper puts forward some suggestions on the innovation, improvement and optimization of network marketing communication risk management, which also optimizes and promotes the whole network marketing risk management system.
At present, there are still many problems in the risk management of Internet marketing communication. this paper deeply analyzes the marketing risk control closed-loop management mode of D company's financial science and technology products and services, so as to carry out Internet marketing business henceforth. In particular, it brings some inspiration to the Internet financial technology enterprises which rely on big data, information flow, short video and other emerging technology models. At the same time, it has certain reference significance for China's Internet financial technology enterprises to carry out marketing communication management and control. it has a certain enlightening significance for more enterprises how to use scientific and effective risk management methods to carry out network marketing communication to identify risks, measure and evaluate risks and take risk control measures.