市场营销起源的交易成本经济学解释

Transaction Cost Economics Explanation on the Marketing Origin

信息不对称和交易成本的存在严重影响了市场交易活动的有效进行,不利于分工的深化和生产效率的提高,进而又影响了社会整体利益的提高。市场营销正是为了解决以上交易难题而产生的,营销组合同样是通过降低信息不对称的程度和减少交易成本而发挥其作用的。从交易成本经济学的角度解释市场营销的起源,可以揭示出营销学与经济学之间的内在联系,为营销理论的深化提供了一个新的切入点,并且为营销实践提供了理论支撑。

The information asymmetry and transaction cost have seriously influenced the transaction activity of market. It is unfavorable to the promotion of the division of labor and the improvement of production efficiency, thus affects the improvement of the social interests. Marketing＇s generation solutes transaction difficulties and marketing mix come into effect through lowering the degree of information asymmetry and reducing transaction cost. It reveals the inner connection between marketing and economics that provides a new hitting-point for the development of marketing theories and provides theories support for the practice of marketing through transaction cost economics.