摘要
较之传统市场,网络市场上的柠檬问题有其特殊的表现形式及原因。本文基于网络企业的视角,将网络柠檬问题的主要表现归纳为网络企业向消费者传递信息、网络消费者信息搜集这两个过程,并将其原因归纳为消费者的有限理性及群体内部知识水平的差异、网络经营者的机会主义行为、网络产品的SEC属性及网络自身的虚拟性等四个方面。文章最后提出了网络经营者可以采取的营销策略,这些策略主要包括充分利用网络中介的作用、声誉转移策略、促成产品属性的转换及顾客参与式的定价策略四个方面。
The lemon problems in online market, compared with traditional markets, have their special manifestations and causes. This paper concludes that the online lemon problems mainly take place in two processes as follows, the process of online sellers communicating with consumers, and the process of consum- ers collecting information. Besides, this paper induces four factors contributing to the online lemon problems, which are the consumer＇s bounded rationality and lack of knowledge, online seller＇s opportunism, online product＇s SEC attributes and the Internet itself. Finally, this paper simply designs corresponding marketing strategies for online sellers, these strategies are ： make the utmost of the role of intermediaries, reputation shifting strategy, contribute to the transformation of the product attributes, and consumer participative pricing strategies.
出处
《产经评论》
2010年第4期15-23,共9页
Industrial Economic Review
关键词
网络
柠檬问题
原因
online market
lemon problem
causes
