Game Analysis Of Commercial Cheat In Non-store Selling

Non-store selling, contrasts to the store selling, means there is no certain place for sales.《Retail business state classifies》, issued on October 1,2004, classifies the non-store selling to five category: TV-shopping, mail shop, online store, automat and telephone shop. The population and the sales volume of non-store selling is grown rapidly in China recently years.However, the complaint of non-store selling keeps on the top in the area of sales basing on the data from Industrial and Commercial Bureau and Consumers' Association. The obviously features of their lacking of strategy are: expensive price, cheating advertisement, rough quality, and flawed after-sale service.In order to reveal the tactic on advertisement and quality of the non-store selling operator and to explore the supervising strategy of the government, this article focuses on analysis and innovation on the following points: First, analyze the non-store operators' advertisement tactic by the related game theory to find out the real reason of the overabundant advertisemnet. when the quality of the goods lows to a certain degree, the more investment in the cheating advertisement the more benefit they can get; Second, analyze the quality tactic of the non-store selling operators by game theory, because of information asymmetry, for the further benefits the low-quality seller may act as the high-quality seller when the consumers' conviction of their quality is above a certain threshold limit value; Third, government should take how much cost and fine to regulate the industry or sellers.Additionally,this article recommend related overseas experiences which proposes a theory basis to the process of Chinese non-store selling.