The Study Of Trust Reengineering Of End-Customer In The Marketing Chain Of Innovative Products

A long time, innovative products suffered its own market paradox - the consumer in China generally lack confidence in innovative products, consider the domestic brands as "the original confidence cognitive exclusion of preferences." Relative to the international brands, the degree of innovation in Chinese innovative product could be strengthened, but see from the marketing chain (as with the production chain to achieve the corresponding part of the market) that China's markets for innovative products, lack of basic trust Construction. This trust missing mainly reflected in the problems: As a key link in the marketing chain -the lack of trust end-customer market, and collaborative implementation of the marketing chain link - Lack of trust brokers link. The lack of trust in different segments of the Chinese enterprises bring about the "trust syndrome." of the local marketing. The reason: on the one hand, the traditional perception of China's consumers have lost confidence on the national brand have the psychological projection that foreign much better than domestic products; on the other hand, the innovative enterprises in China do not grasp the crux of marketing chain, critical to the market for the source of the "trust reengineering."The "trust" mechanism in Marketing chain, fundamentally depends on the marketing of production, the essence of "marketing confidence" is the interaction between the marketing generated. This interactive construction process is accompanied by marketing idea on the three conversion: First, the Transformation of the market idea: from the traditional concept of market-driven to market-driven philosophy, the second is the change of marketing role: from the traditional transactional marketing to the service and Relationship Marketing; third shift in the focus of marketing attention: from concern about the maximization of profit to maximization of credibility.This process is actually the trust reengineering process, the realization of this process along with the Transform of marketing: from the one-sided product marketing to the credit marketing; from a single transactional marketing to the overall long-term harmony and mutual benefit marketing.