基于不对称信息博弈的4R分析  

The Analysis of 4R Based on Asymmetric Information Game Model

作　　者：董倩宇[1] 许桃荣[1] 余晓钟[1] 

机构地区：[1]西南石油大学,四川成都610500

出　　处：《科技创业月刊》2007年第4期84-85,共2页Journal of Entrepreneurship in Science & Technology

摘　　要：现代市场是个信息不对称市场,企业如何在不对称信息市场下营销是一个值得深入研究的课题。通过对不对称信息博弈的概述,指出企业和顾客、企业和企业、企业和政府三组不对称信息博弈的表现,指出4R是一种有效降低信息不对称程度的营销思想和策略,针对不对称信息博弈分别对关联、关系、反应和回报作了具体的分析和探讨。The modern market is an asymmetric information market, it is a topic worthy of in-depth study that enterprises how to marketing under the asymmetric information market. Based on the information asymmetry games, this article points out three asymmetric information games performance includes enterprises and consumers, enterprises and enterprises, enterprises and the government, points out 4R is an marketing idea and strategy that reduce information asymmetry effectively, analyzes specifically and discusses relativity, relation, reaction and retribution in light of asymmetric information on the game.

关 键 词：不对称信息博弈 关联 关系 反应 回报 

分 类 号：F274[经济管理—企业管理]