2. Disperse. The market information is large, involving a wide range, very extensive and complex. This requires enterprises to widely open up information channels and choose useful information from all kinds of information; It is necessary to establish a market information system and make a comprehensive analysis of market information by scientific means.
3. compressibility. People can collect, screen, sort out, summarize and process information according to various specific needs, establish corresponding information systems, and process a large amount of information for many times to enhance the information content of information itself.
4. Storage resistance. There are two main ways to store information: in vivo storage and in vitro storage. Internal storage means that people store information through the memory function of the brain; In vitro storage refers to the storage of information through various written, audio-visual and coded carriers.
5. systematize. Because enterprises are influenced and restricted by many factors in marketing activities, enterprises must constantly collect and process relevant information in various ways, analyze their internal relations and improve their order.
6. Competition and confidentiality. Because whoever owns information and turns it into a market advantage may gain huge economic benefits, the value-added function of information will inevitably produce certain exclusiveness and confidentiality to other competitors under the fierce market competition. The so-called market confidential information refers to information that will harm the interests of information owners once it is made public or disseminated, such as action plan, production plan, business know-how, customer list, inventory situation, purchase and sale channels, financial statements, etc.
7. Multiple sources, multiple destinations and multiple channels. The market has formed a multi-seller and multi-functional open market. This determines the characteristics of multi-source, multi-purpose and multi-channel market information. In the market, the roles of buyers and sellers are constantly changing alternately. They are both senders and receivers of market information. The same information can be from macro-control departments, various consulting institutions, units of different nature and scale, and even individuals, and can be released through various documents, various propaganda media, networks, formal or informal channels; On the other hand, they are the demanders and receivers of information, constantly receiving the latest information through newspapers, television, radio and advertisements to guide their work, research or shopping activities.
8. Market information and carrier are inseparable, but relatively independent. The so-called inseparability means that information content cannot exist without information carrier, and information can only be perceived by people through material carrier and communication mode; The so-called relative independence means that the same information content changes with different carrier forms or characters, and does not change with different communication methods, communication space and communication time.
9. Value. The value of market information is that it can bring people different degrees of benefits, either economic benefits or social benefits, or both benefits coexist at the same time-with the participation of information, the cost of products can be reduced, efficiency can be improved and risks can be reduced, which is the embodiment of information value.