在消费者行为学中 ,风险减少理论是被普遍接受的关于消费者在购买商品或服务时所面临的各种风险以及如何消除风险的理论。这个理论为企业可以相应采取的营销措施提供了理论依据 ,而信息产品具有经验产品的特性又决定了消费过程中消费者所面临的多种风险高于普通商品。文章试图从风险减少理论的内容说起 ,探讨信息产品的营销策略 In consumer behavior, the theory of risk reduction is generally accepted as a theory about the various risks that consumers face when purchasing goods or services and how to eliminate them. This theory provides the theoretical basis for the marketing measures that the enterprise can take accordingly, and the characteristics of the information products with the experience products also determine that the consumers face more risks in the consumption process than the ordinary products. The article tries to talk about the content of risk reduction theory and discuss the marketing strategy of information products