逆向选择视角下电子商务市场与传统市场间关系研究

The Relationship between E-Commerce Market and Traditional Market:From the Perspective of Adverse Selection

电子商务的出现和快速成长反映出它对信息环境具有支配性的优点,这本身就意味着电子商务市场可能成为传统市场的替代。然而,逆向选择问题明显限制了这种替代效应程度。文章基于经典逆向选择模型,通过所构造的双市场(传统市场与电子商务市场)逆向选择模型,证明伴随着质量不确定性而诱发的逆向选择问题,在电子市场和传统市场之间会产生市场的不均衡,从而导致渠道冲突。文章试图揭示传统市场和电子商务市场并存的学理根源,得出两市场间市场细分的条件,对两市场间的渠道冲突提出新的解释,并据此提出了逆向选择下企业营销的策略建议。

The emergence and rapid growth of e-commerce reflect its dominant advantage in information environment,implying that traditional markets may be replaced by e-commerce markets.However,the adverse selection problem significantly limits the substitution effect.Based on the classic model of adverse selection（Akerlof,1970）,this paper constructs the two-market（traditional market and e-commerce market） adverse selection model to prove that the quality uncertainty associated with adverse selection may evoke channel conflict between e-commerce markets and traditional markets.The paper has obtained the conditions about market segments and market equilibrium.The paper tries to reveal the academic reason for coexistence of traditional and the e-commerce markets and present new interpretation of channel conflict for the two markets.At last,this paper puts forward the strategic suggestions on marketing under adverse selection.