文档介绍：摘要
电子商务是指利用现代电子信息技术特别是网络技术所开展的一系列商务贸
易活动的总称它是 20 世纪 90 年代初在欧美兴起的一种全新的商业交易模式其特
点是在 环境下实现消费者的网上购物企业之间的网上交易以及在线电子
支付电子商务将传统商务流程电子化数字化以电子流代替实物流大大减少了
人力物力的消耗降低了交易成本另一方面它突破了时间与空间的限制显著地提
高了市场的效率
与国外电子商务的发展状况相比国内的电子商务还处于起步阶段特别是对于
B2C 这种交易模式还存在着各种各样的问题本文拟从信息不对称和博弈的角度对
这些问题进行分析文章首先介绍了国内外电子商务的发展现状本文的研究目的和
思路以及在研究过程中所需要涉及的理论知识包括信息不对称理论博弈理论和市
场均衡理论等等接下来分析了 B2C 商务模式对市场交易双方信息不对称程度的影
响然后将 B2C 商务模式中市场交易双方的信息不对称问题转化为不完全信息动态
博弈问题建立了相应的博弈模型并对其进行了博弈分析找出了市场可能出现的各
种均衡情况及其效率水平并对影响均衡的各个关键要素有了清晰的认识最后文
章提出了一系列改变关键因素大小的方法和建议用来改变市场均衡类型达到提高
市场效率的目的
另外本文在现有研究工作的基础上指出了其中存在的不足之处并探讨了在
未来的研究工作中的改进方向
关键词 B2C 电子商务信息不对称博弈
I
Abstract
E-business is a series of business affairs, which develop well with the aid of modern
electronic information technology, work technology. It is a new trade mode,
which sprang up from occident in the initial stages of the 1990’s. It realizes consumers’
e-shopping, enterprises’ e- dealing and e-payment through the . E-business make
the conventional trade-flow digital and electronic and change the practical flow into
electronic flow which reduce greatly the consume of the material resources and
manpower and debase the trade-cost. On the other hand E-business break through the
limiting factors in time and space and evidently improve the efficiency of the market .
Compared with the foreign e-business, the development of the domestic e-business is
on the underway stage. There are various problems exited on the B2C trade mode. This
paper analyzes these problems from the angles of information asymmetry and game theory
and finds out the key factors influenced the equilibrium types and the efficiency of the
market. At last, the paper puts forward some measures to improve the efficiency of the
market through changing the equilibrium type. The exordium introduces the development
status in quo on the foreign and domestic e-business and the study purpose and thoughtway.
Then the paper introduces the involved theoretical knowl