在消费过程中，企业发出各种信息组合形成绿色产品“价格条件”信息，消费者对该信息进行选择、评价进而做出决策，两者在博弈中共同寻求可以接受的平衡点。不完全信息下的企业与消费者价格条件动态博弈模型的构建，解释了在信息不完全的情况下消费者和企业在市场中就“价格条件”相互试探、相互影响的过程，信息变量对消费者与企业“价格条件”冲突过程有一定的影响作用，消费者信息的了解和把握对企业在绿色市场形成过程中更好地处理消费冲突，进而推进消费和营销绿色化平衡演进起着至关重要的作用。%In the process of consumption, the company issued a combination of various information which formed green products“price terms”information. Consumers choose, evaluate and make a decision of those information. Both consumers and enterprises seek the balance point which can be accepted in the game. Through construction of price terms dynamic game model between enterprises and consumers under the condition of incomplete infor-mation, this paper explains the process of the inter-test and inter-impact of consumers and enterprises in the market according to“price terms”under incomplete information condition, and points out information variables’ influence to the conflict process for the“price terms”between consumers and enterprises, proposes it is critical to treating consumer conflicts in the process of forming green market and promoting green balance evolution of consumption and marketing that enterprise understands and grasps consumers’information.
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