随着现代经济的不断发展,人们越来越关注市场信息不对称的问题,信息不对称也同样极大影响了诚信营销。本文着重对信息不对称的概述,市场诚信营销的内涵,信息不对称条件下中国零售营销所遇到的困难以及企业面对信息不对称的治理对策这四方面进行分析,从而促进诚信营销,实现企业与消费者的互惠共赢。 With the continuous development of modern economy, people pay more and more attention to the problem of asymmetric market information. Information asymmetry also has a great impact on the marketing of integrity. This article focuses on four aspects: an overview of asymmetric information, the connotation of market integrity marketing, the difficulties encountered in China’s retail marketing under the condition of information asymmetry, and the corporate governance strategy of facing information asymmetry, so as to promote the marketing of good faith and achieve Mutual benefit between business and consumers.