| As the rapid developing of information technology (IT), the patterns how to acquire and release information to enterprises and customers have changed quickly. It has decreased the search cost and release cost to acquire and release information. With the cost decrease, the information asymmetry between enterprises and customers has reduced greatly. So some important issues were needed to research. It is one of the issues in this paper to research the degree of information asymmetry in marketing. In this paper the advances of IT is a premise to research the degree of information asymmetry. The influence of IT on the degree of information asymmetry is an important issue in the paper. And then the dynamics change laws of the degree information asymmetry in marketing was studied. Finally we explored how to control the degree information asymmetry in marketing. Firstly, the process of the release information for enterprises and the collecting information for customers were analyzed. In the process the forming mechanism of the information asymmetry was found. In order to research information asymmetry accurately and deeply, the definition and measure of the degree of information asymmetry were brought forward.Secondly, the influence of IT on price information asymmetry in product market was studied. With economics as a method, we analyzed the change of the price degree of information asymmetry in monopoly market with IT influence and without IT influence. And the same research was made in competition market. For quantitative research the change of price degree of information asymmetry, a basic model was constructed. The product price, market share and information asymmetry were analyzed and calculated in the retail enterprises for-and-aft the IT investment. The price degree of information asymmetry was found to decrease.On the base of study about the price degree of information asymmetry, the dynamics change current of the degree of information asymmetry was researched. And we got the changing curve and area of the degree of information asymmetry. The characters of the degree of quality information asymmetry curve were analyzed in details in the "S" type product lifecycle. The quality information asymmetry curve was given. And then the change current of the information asymmetry was explored in the "S" type product lifecycle. With the influence of IT, the same issue was studied. On the base of above research, we explored the change current of the information asymmetry in "cycle and cycle" type product lifecycle and "fan" type product lifecycle. The change curves were given with IT consideration and without IT consideration. The notion of control the degree of information asymmetry was put forward. The relationship of information control and information asymmetry control was explored. We considered that the two concepts were connected and also differentiated. Marketing system was considered to be a complicated social economic system and be suited to use system dynamics to study. On the base of SD cause and effect on marketing, the SD concept model was constructed. With the help of the model, we explored how to control the degree of information asymmetry. In the model the variables were distinguished into controllable variables, semi-controllable variables and non-controllable variables. The degree of information asymmetry could be controlled directly or indirectly though controlling the controllable variables and semi-controllable variables. And the marketing system can be improved.On the base above theory, an empirical study was given on control the degree of information asymmetry. After collecting the marketing data in a mobile telephone company, the SD model was constructed and the equations were given. The simulation experiment was conducted about control the degree of information asymmetry after testing the validity of the model. We found that it could influence the degree of information asymmetry to control some variables. Finally, a conclusion was draw and some issues was pointed out for f...
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