不对称信息理论在期刊发行市场中的应用  

Application of theory of asymmetric information in distribution market of periodicals

作　　者：周昆 王甲东 张意 

机构地区：[1]家庭医生杂志社,广州510080

出　　处：《编辑学报》2003年第5期320-321,共2页Acta Editologica

摘　　要：简述不对称信息理论在期刊发行市场的应用 ,例如反向选择以及道德危害。在期刊发行市场中 ,读者和期刊社的信息不对称可能会使读者逆向选择 ,引发市场机制失灵 ,而期刊社和销售商之间的信息不对称又可能导致道德危机。要解决这个问题 ,必须建立有效的市场信息传播机制 ,树立品牌效应以及一定程度的政府干预。只有减少期刊发行市场信息不对称 ,才能让期刊发行市场得到有序。This paper summarizes the application of theory of asymmetric information in the distribution market of the periodicals such as moral hazard, adverse selection etc. In the analysis of asymmetric information in markets, ex ante and ex post asymmetric information are discussed in relation to market transactions. Ex ante asymmetric information can be explained through adverse selection in relation to quality of magazines in the periodical distribution market, and ex post asymmetric information can be explained through moral hazard in the relationship between publishing houses and the sellers. Strategies to correct market failure caused by these information asymmetries are addressed for each example discussed. This paper reaches a conclusion that establishing the brand and strengthening the promotion is an effective measure of reducing the information asymmetry of distribution market of periodicals.

关 键 词：不对称信息 期刊发行 市场机制 道德风险 品牌建设 读者 期刊社 销售商 

分 类 号：G235[文化科学] G201