Under Asymmetric Information About The Brand's Signaling Role Of Research

In recent years, China's national economy has grown rapidly, people's living standards have markedly improved. With the increase of people's income, the people's steady growth in consumer demand and consumer level. At the same time, people by constantly raising the level of education, as well as the quality of life and the pursuit of knowledge, people's lifestyles and consumption very different concepts in the past. Previously, the presence of a seller's market, and shortage of goods, backward technology, and people's income level is not high, so demand is fairly unitary, in addition to the consumption of goods that meet the physical needs, let alone any higher mental and spiritual dimensions pursuit. Since reform and opening up, especially in recent years, due to the rapid economic development, people's purchasing power increased rapidly, and rapid technological innovation, market commodity unprecedented wealth, have entered a buyer's market. However, the process of trading in the market in the face of so many commodities, consumers have to make purchasing decisions according to the relative lack of information is obviously, that is, buyers and sellers in the consumer market game in a distinct disadvantage status. This information asymmetry in the circumstances, the brand as a way to impart information on the important role of highlights. This paper will be based on the degree of information asymmetry role of the size of brands, as well as in real life is how to transfer the relevant brand product quality information on these issues.Firstly, the article on the domestic and foreign scholars asymmetric information theory, the concept of brand a brief review, and to expand its brand signal transduction mechanisms. At the same time, the brand product information as a way to transfer the effectiveness of the analysis. Secondly, through the establishment of this game model, the brand can become an effective way to transfer products information to conduct feasibility studies, concluded: Brand product information transmission can become an effective way. Finally, this paper Xi'an building materials market data collection, using the statistical software, in the hypothetical test.Through the study found: (1) Brand and the consumer perception of product quality have relationship between. (2) The degree of information asymmetry brand and consumer perception of product quality between the regulatory role, the brand receives the information asymmetrical degree in the transmission product information aspect's function the influence. (3) Brand of consumer perception of the product image to a direct positive impact. (4) The products to consumers aware of its perceived image quality products have a direct positive impact. (5) Consumer perception of the product image to the brand and consumer perception of product quality to the relationship between the intermediary effect. According to these findings, followed by the author on corporate brand building some suggestions.Finally, the research also summarized on the basis that the subject of future research directions.