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信息经济学致力于研究信息不对称环境下,市场主体的行为模式和制度安排,所以,从信息经济学的视角来研究消费者的价格决策,分析消费者搜集、判断和存储价格信息的机理和影响因素,有助于解决信息不对称问题,促使企业更好地制定营销策略。本文通过对信息经济学视阈下,有关消费者价格决策行为和影响因素的分析,就消除消费者因为信息不对称导致的对产品的不安全感,培养消费者对产品的认可、满意和忠诚,从产品策略、服务策略、价格策略以及广告策略等方面对企业提出了营销对策和建议。
In the information asymmetry environment, information economics focuses on the behavioral patterns and institutional arrangements of market players. Therefore, it studies consumer price decisions from the perspective of information economics and analyzes the mechanism of consumers’ collection, judgment and storage of price information. Influencing factors, help to solve the problem of information asymmetry, prompting enterprises to better develop marketing strategy. Based on the analysis of consumer price decision-making behavior and influencing factors under the perspective of information economics, this paper eliminates consumers ’insecurities caused by information asymmetry and cultivates consumers’ recognition, satisfaction and loyalty to products , From the product strategy, service strategy, price strategy and advertising strategy and other aspects of the company put forward marketing strategies and recommendations.