电视购物在我国是一个新兴的行业,部分消费者因在电视购物中被骗已放弃了这种购物方式。本文阐述了信息不对称的涵义、分类以及引起后果,并通过建立模型的方法分析了次品市场驱逐正品市场的过程。最后提出通过健全法律法规、加强道德教育和社会监督,从根本上治理我国电视行业信息不对称问题。 TV shopping is an emerging industry in our country. Some consumers have already given up this kind of shopping because of being cheated in television shopping. This paper describes the meaning, classification and the consequences of asymmetric information, and analyzes the process of the expulsion of the genuine market by the defective product market through the establishment of a model. At last, it puts forward to fundamentally solve the problem of information asymmetry in China’s television industry by improving laws and regulations, strengthening moral education and social supervision.