Information Asymmetry Of Vegetable Market Under The Background Of Land Fragmentation

Agriculture is a prerequisite for human survival and development, and is also the foundation of a country’s development. However, the phenomenon of information asymmetry in Chinese agricultural product market is very serious, which damages the interest of subject in market economy and also hinders the development of agricultural product market. In China, under the background of land fragmentation, Farmers’production and management remains dominated by small-scale, decentralized, farmers are in an information disadvantage when they connecting to the market, In view of the problem of information asymmetry in vegetable market, this article stands in vegetable farmer’s standpoint, analyzes the performance, impact and consequence of the information asymmetry by using the information economics theory. The article draws a conclusion:apart from farmers’ own factors such as cultural level, the lack of channel or mechanism comes to be the key cause of farmers’ information disadvantage. And the information asymmetry between farmers and consumers focused on the price and quality information asymmetry. Thus, in order to achieve effective information communication between farmers and consumers, the article proposes to establish a network platform of vegetable trading, it also gives a brief introduction to the platform. Then, by using the concept of information asymmetry, the article measures the degree of information asymmetry in vegetable market. At the same time, the asymmetric information control SD model is established, which is used to analyze the formation and influence factors of price and quality information asymmetry. Finally, under the condition of vegetable online trading pattern, the article obtains an active mechanism to control the information asymmetric degree, which makes theoretical and actual policy reference for easing the information asymmetry in vegetable market.