信息不对称条件下林产品营销风险及防范

Marketing Risk and Precaution of Forest Products in the Case of Information Asymmetry

市场经济条件下普遍存在的信息不对称现象给林产品营销带来了很多风险,诸如:低质量林产品驱逐高质量林产品、林产品市场缩小或使市场不存在,等,制约了营销目标的实现。林产品经营者和政府,必须树立林产品品牌形象,创新林产品企业营销方式,构筑林产品市场营销预警系统与信息反馈系统,加强市场信用机制建设,努力培育林产品企业的商誉,增强政府对林产品市场的服务功能,以防范信息不对称给林产品营销带来的风险,促使林产品营销的顺利开展。

Under the conditions of market economy, information asymmetry as a widespread phenomenon brings various risks to forest products marking, such as low--quality forest products driving out high--quality products, the shrinking of the market, even leading to the disappearance of the marketing and so on. All these prevent marketing target realization. Forest products operators and government must establish the brand image of forest products, innovate the pattern of forest products marking, build the Pre--Alarm System and information feedback system of forest products marking, enhance the construction of marketing credit system, make efforts to cultivate the goodwill of forest products company and reinforce the government service on forest products marking to prevent risks that information asymmetry brings to for- est product marketing. And it promotes the smooth development of forest products marketing.