E-Commerce Marketing "Lemon" Issue Mechanism And Empirical Study

Since the beginning of21st century, information technology has become asymbol of the times characteristics and a new marketing and management tools, and itis drawing more and more attention. When people get used to convenient and efficiente-commerce market, they also have to face the problem that commercial transactionsof based on the platform-Internet lead to the virtual quality of network transactions,and the "lemon" problem exists not only in traditional transaction market but morelikely to appears in network transactions, and will be likely to worsen because ofexternal reasons. What’s more, the "lemon" problem has a negative impact on thee-commerce market development. Therefore, study the "lemon" problem ine-commerce markets combining with China’s concrete practice has important andpractical significance on the efficiency of network marketing as well as the furtherdevelopment and expansion of the market.Foreign has made a systematic study about the "lemon" problem in e-commercemarket, and the domestic formation mechanism and empirical study is on less. Thisarticle is based on information economics, around the theme of electronic commercemarket "lemon" problem, firstly, study "lemon" problem in the e-commerce marketand its impact in the commercial market analysis; Comprehensive utilization andrelated theories and models on the market analysis of the formation mechanism of"lemon" problem; While also taking into account related data in specific site,empirical research methods to establish the further use of panel data models to verifythe conclusions of the theoretical model research, draw conclusions on thee-commerce market research: first, network "lemon" phenomenon is evident, and"lemon-sensitive" of consumers and markets is very strong. Second, sellers canestablish credit rating systems and reputation mechanisms to weaken the market"lemons" problem. Third,"lemon" phenomenon in the market not only exists, it alsocontinues to reinforce trends. Finally, traditional marketing methods may not be ableto reduce the network of information asymmetry, which cannot be eliminated "lemon"problem. In addition, this article ends up with offsetting mechanism proposed for theactual e-commerce markets in China and policy recommendation on the basis of theabove study.