| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 90 === 【Thesis Abstract】
The characteristic of industry division is producing an information flow between enterprises. Does the phenomenon of economic information asymmetry exist between enterprises? If this phenomenon does exist, then what in actual is the contents of information asymmetry between enterprises? Is there any influence between the partners and how do they engineer this information asymmetry to make the enterprises more efficient and bring about economical scale and ，furthermore，best benefit?
Contents of information asymmetry: 1. Product information: raw materiel quotation, technique of production, 2.Logistics information: quantity of selling, prices of selling, inventory, 3.Channel information: credit condition of trade targets, quality, promotion prices, promotion activities, 4.consumption information: change of government policy, market situation, competition information, selling quantity & delivery on peak & slumping seasons.
The effects of information asymmetry: Positive effect: 1.integrate promotional activities, 2. Coordination between producing department and marketing department becomes easy. 3. Upgrade the value chain as a whole & enlarge industrial scale & productivity. 4. Earn more profits each other. Negative effect: 1.underestimate unit selling price, untrue channel information, and 2.change the ability for price negotiation 3.incur outstanding debt, 4.lead to the conflict between partners because of governmental police change. 5. Prices fluctuate.
The treatments of this information asymmetry require: 1. Reduce the effect of peak & slumping seasons as early as possible. 2. Execute quality assurance to reduce consumers’ doubt. 3.Attend specialty exhibit. 4.establish standardized quality. 5. develop best quality & technology products. 6. Develop new prescription. 7. Enhance communication. 8.Limit subsidy. 9.Shorten marketing channels. 10.establish common targets. 11.establish tight partnership with customers through marketers. 12. Nurture the sensitivity to information. 13. Be careful of the change of government policy.
Key Word: Partnership, Marketing Information, Information asymmetry
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