【作者】 曲弘；

【导师】 白宝光；

【作者基本信息】 内蒙古工业大学 ， 企业管理， 2007， 硕士

【摘要】 随着科技的不断进步,信息的传递更为迅速,市场竞争日趋激烈。信息不对称理论逐渐成为影响企业决策和消费者决策的重要因素之一。本文主要论述了信息不对称对消费者偏好的影响,企业利润最大为约束条件,建立信息不对称条件下质量成本模型,企业可根据模型的结论制定适当的价格、质量水平和质量信息不对称度,调整企业与消费者之间产品的信息量,影响消费者的偏好,从而达到利润最大化的目的。首先,具体的介绍了信息不对称理论的涵义、产生的根本原因及信息不对称度。其次,分析传统质量成本理论的优缺点,质量成本决策的主要依据。通过传统质量成本模型与消费者成本曲线的结合,阐述了产品价格对消费者购买决策及企业产品定价、产品质量水平设定的影响,推出价格信息不对称是导致企业质量成本决策不能满足消费者需求的重要因素之一。再次,阐述消费者效用理论,及质量信息不对称度对消费者偏好的影响。建立了质量与质量水平的关系曲线,并以企业利润最大化为约束条件,建立引入质量信息不对称度的质量成本模型。通过企业与消费者决策树具体的分析了质量信息不对称度对优质品和劣质品企业的质量成本决策的影响。最后,在总结全文的基础上,提出了信息不对称条件下质量成本需要进一步研究的问题。更多还原

【Abstract】 With the progress of technology and rapid transmission of messages, market competition is becoming increasingly fierce. Asymmetric information theory gradually become the decision-making of enterprises and consumers. This paper mainly discusses the asymmetric information on consumer preferences, which is based on the biggest constraint of enterprise profits to establish conditions under asymmetric information quality cost model. With the conclusion of the model ,enterprise can develop price, quality level and quality of information asymmetry, and consumers preferences. So as to achieve the objective of maximizing profits.First, the paper gives a specific introduction to the theory of asymmetric information, the causes of it and the degree of information asymmetry.Second, the paper analyses the advantages and disadvantages of traditional quality cost and the main basis for decision-making of quality costs. Trough the combination between the model of traditional quality costs and consumers’costs curve, the paper explains the effect of price on customers’decision on purching, price-making policy and the setting of the quality of products, from which we can reason that the asymmetric of price information is one of the main reasons why quality cost decision of enterprises cannot meet the need of customers’.Third, the paper expounds the consumer utility theory and the effect that the quality Information asymmetry degree has on consumer preferences. And it also establishes a level of quality and the quality of the curve and introduces and establishes the quality cost model of information asymmetry, which is conditional upon the maximization of the enterprises’profit. And the tree makes a good analysis of the effect on the quality cost decision of the enterprises of quality products and bad quality products that the quality asymmetry information degree has .In a word , based on the essay above, a question has been put forward that quality cost needs to be investigated under the conditions of information asymmetry.更多还原