The Precaution Of The Marketing Risk Under The Information Asymmetry Condition

An assumption prerequisite of the basic theories of traditional economics concludes the business on the market each side has equal information, namely " symmetrical information". And the acquisition of information is free. So both parties can deserve the complete agreement and the market can run effectively too. But in actual life, Information is playing an important role in such aspects as market structure and function of the market. The acquisition of information is not free. The searching of information has cost, So people are difficult to totally understand to the economic information in reality. It is impossible that there is a market having complete information. The participants can't have all useful information at the same time because of incomplete information in market, which shows information asymmetry and market uncertainty.Nowadays, the information asymmetry market studied most is capita! market. This text regards commodity market as the research object. The economic subject on the commodity market is not merely enterprise and consumer, still involve intermediate trader, rival, government, etc. All there is a phenomenon of information asymmetry between different economic subject. In the paper, we main research the relation between enterprise and consumer, but we have also considered the relation between enterprises and Intermediate trader, enterprises and rival etc..On the commodity market, the information asymmetry between the enterprise and consumer is two-way. For the forming of the products and service and potential information, what enterprises knew is many, who is the agent. But what consumers know is a little, who is consigner. For the customer's individualized demand and process of consumption,customer know relatively more, the roles of enterprises change into a client, the consumer is an agent. Both sides that buy and sell in the trade all pursue one's own interests to maximize each, the final purpose of the marketing activity that enterprises are engaged in is maximizing for pursuing profits, consumers pursue one's own utility to maximize. Whether enterprise's marketing activity could succeed, it will be decided that the commodities and services offered are accepted by consumers finally. It must hold consumer demand. In the market environment of such two-way information asymmetry, both parties are unable to be engaged in the trade because of incomplete information, even conclude the business to stop. In addition, because enterprises do not know the situations of intermediate trader and rival, the efficiency of the marketing activity to enterprises will exert a bad influence. It will arise marketing risk, and cause enterprise's product overloading, the market withers, the adverse selection question appears on the market. So enterprises want to accomplish something in the market, must ponder deeply how to evade the risk, improve the marketing efficiency. I think the most important way is to solve the information asymmetry problem, to make the symmetrical information between every economic subject, in order to achieve the goal of taking precautions against the risk.This paper is divided into three chapters: in chapter one, we has introduced the background that the information asymmetry theory produces, the intension of the information asymmetry and basic content of this theory; in chapter two, we analyse the relationship between the information asymmetry and enterprise's marketing risk, and summarize the form of expression of marketing risk that the information asymmetry causes; in chapter three, we point out the main measure to get to take precautions against marketing risk , and point out enterprises should set up fast reaction mechanism in order to tackle the risk that has happened .If you want to solve the risk problem appearing in the marketingactivity of enterprises, need the joint efforts of enterprise, government and the whole society, build the marketing environment of information with more unblocked channel together. We propose some following suggestions here:1. Set up the signaling mechanism. Proceed with marketing means and set up the signaling mechanism mainly, build the cultural channel of customer's information, strengthen signal show, reduce degree of information asymmetry, make consumer can find out the information about products and service of enterprise further, achieve the goal of taking precautions against marketing risk.2. Pay attention to the changes of external rule and environment and set up the screening mechanism. Not only strengthen and improve relevant laws and regulations and state policies, but also enterprises must establish the moral concept of the market too, pay close attention to the change of the social environment, and setup the customer's administrative system, etc.3 . Strengthen information cost management and channel's safeguard. Enterprise should think how to raise the efficiency about cost of management. It mainly involves both the internal management of enterprises and external management. In addition, enterprises can also set up the management information system and reduce one's own information cost, improve information quality, open up the new information channel, lengthen the information chain.4 . Foster the ability of rational knowledge of enterprises. Enterprises need to carry on information management, set up a intact knowledge system, really become the subject of information management. It increase the information transmission channel among the enterprise and customer, accelerate the information's transfer speed, strengthen the information interchange and interaction between every economic subject, avoid various kinds of questions appearing in...