1、 I 电子商务市场中的信息不对称与对策研究电子商务市场中的信息不对称与对策研究 摘摘 要要 信息技术的发展使得许多新的交易形式成为可能，在线交易可以发生在从未 谋面的交易者之间。电子商务市场为人们提供了一种新型的商品销售渠道和信息 传播渠道，目前我国越来越多的企业认识到这一商机。据不完全统计，建立在线 网址的企业已经达到了 35000 多家。然而，大部分企业特别是中小型企业只是利 用网络发布产品信息。如何根据电子商务市场的特征设计有效的交易机制，提高 电子商务市场效率，降低电子商务市场中的信息不对称程度，以及如何根据企业 产品的特征选择适当的交易机制，开展企业的电子商务市场营销活动，这对于当
2、前中国企业进行电子商务乃至参与全球竞争存在着重要的意义。 本文首先介绍了信息不对称问题的由来及分类、电子商务市场的发展状况及 其与传统市场的差异，然后对电子商务市场中信息不对称的主要形式及其危害做 了分析。在此基础上，探讨了电子商务市场信息不对称的诱因并提出了相应的应 对策略，争取提高电子商务市场的交易效率。 关关 键键 词：词：电子商务，市场，信息不对称，对策 II THE INFORMATION ASYMMETRY IN E- COMMERCE MARKET AND COUNTERMEASURES ABSTRACT The development of information techno
3、logy makes many new trading forms to become possible,online trading can occur between traders that have never met before. E-commerce market provides a new type of goods sale channels and information transmission channels for customers. At present more and more enterprises recognize this business opp
4、ortunity in our country,according to incompletely count, creating online site has reached the enterprise home to more than 35000. However, most of the enterprises, especially small and medium-sized enterprises just use network to release information. How to improve the efficiency of e-commerce marke
5、t according to the characteristics of e-commerce market and design effective trading mechanism. How to carry out e-commerce marketing activities of enterprises according to the characteristics of the products and choose the proper trading mechanism, this is important and significant for the current
6、Chinese enterprise to make electronic commerce and participate in the global competition. Firstly this article introduces the origin of information asymmetry problem,the situation of e-commerce market and the difference between e-commerce market and the traditional market.Then analyze the main form of e-commerce market information asymmetry and its harm.Basically,this article confer the incentives of information asymmetry in e-commerce market and puts forward the corresponding strategies, and th
