Concept Model Around Trust In Marketing Channel

The huge change of the marketing environment brings a great impact on the traditional transaction marketing channel. The relationship between the members of the marketing channel has been changing from transaction relationship to partner relationship or even strategic alliance relationship. More and more channel members establish the marketing network based on the collaboration in order to enhance the competitive advantage of the whole channel. With this background, trust, a mean of reducing uncertainty and risk, is regarded as the key factor of building and maintaining successful relationship in channel alliance and cooperation governance.A through review of the literature helps to find the breakthrough point of this study, that is, trust is regarded as the key factor of relationship establishment and efficiency improvement of the channel. On the basis of theory analysis, the conceptual model on trust governance in channel was designed and the hypothesis was proposed, given an elucidation through internet marketing channel.Trust in channel is embeded in the network of social relationship, therefore trust governance in channel acts on the channel goals and it improves operational efficiency of the channel through coordination, adaptation and maintenance of channel relationship. Among them, relationship improvement and information communication coordinates the channel relationship; Influence acceptance and control reduction adapts to channel relationship; Forbearance opportunism protects channel relationship. This study aims at further enriching previous research results theoretically and offering a new approach of channel governance for the future practically.