信息不对称导致商品交易中的欺诈 行为十分普遍,“阜阳奶粉”事件是生产 厂家和消费者的信息不对称造成我国农 村一些市场出现假货、劣货的根源。从“阜 阳奶粉’事件背后的微观信息经济学分 析来看,品牌产品由于其高的质量基础 和良好的信息沟通使消费者降低了交易 成本,也使消费者产生品牌忠诚,从而产 生了品牌壁垒获得品牌权益。 Information asymmetry led to fraud in commodity trading is very common, ”Fuyang milk powder “ incident is the asymmetric information of manufacturers and consumers in some markets in rural China caused by fake, the root causes of poor. From the ”Fuyang milk powder" incident behind the micro-economic analysis of information, the brand of products due to its high quality and good communication make consumers reduce transaction costs, but also to enable consumers to generate brand loyalty, resulting in a brand Barriers to brand equity.