非对称信息市场中营销人员的角色定位研究  

Salesmen's Role Position in Asymmetric Information Market

作　　者：许慧贤[1] 陈学技 吴晓龙[1] 

机构地区：[1]太原理工大学经济管理学院,山西太原030024 [2]保利达杭州分公司,浙江杭州310003

出　　处：《太原理工大学学报（社会科学版）》2009年第2期16-19,共4页Journal of Taiyuan University of Technology(Social Science Edition)

摘　　要：文章从非对称信息市场形成的原因这一角度出发,阐述了非对称信息市场中存在的问题,通过分析买卖双方的博弈行为,得出市场营销人员的角色定位应该为"忠诚的信息传递者",并指出了营销人员自身的角色优势和应有的角色行为。This paper mainly discusses the role position of salesman by using game theory under the asymmetric information marketing conditions. It firstly gives the definition of asymmetric information marketing condition and analysis its formation reasons. Then it reveals the lack of social efficiency that resulting from asymmetric information, which in the result according to two typical unhonesty business behaviors in asymmetric information market. Moreover, it expands the role position of salesmen： salesmen should be a loyal information operators,which based on the analysis of extensive formation of commission-agent model in game theory. Finally it sums the advantages of salesman＇s role position and their proper role behaviors that they should have.

关 键 词：非对称信息市场 市场营销 博弈论 委托人-代理人理论 非合作交易 

分 类 号：F713.50[经济管理—市场营销]