Marketing Channel Trust Mechanism Research Based On Middle Business Angle Of View

From the 90s of 20th century, some European experts of marketing management have proposed Relationship Marketing theory and the channal research focus changed from channel structure's efficiency to channel relationship. In the point of Relationship Marketing, researchers observe league members' collaboration and collision. Trust is related with the research of channel relationship that is the important variable and research emphasis. At present, collisions of the channel enterprises in our country are serious which made the collaboration between them is difficult. Lack of trust is the main reason of this case. Trust is the measure of reducing uncertainty and risk which is considered to be the key factor of retain success exchange relationship in channel collaboration. Considering the development of marketing channel theory or the circumstance of our enterprises, the research of marketing channel trust is an important and pressing job of marketing academia.This thesis use literature research technique and modeld the theories andmethod of Sociology. The thesis research the channel trust mechanism.From the view of middle business, about the trust mechanism of middle business and manufacturer. The research angle is middleman's trust behaviour to manufacturer and the research content includes influencing trust's factors, trust's result, construction of channel trust mechanism and the application of channel trust mechanism.There are six chapters in the thesis. The 1st chapter is about research background and significance, conception defination of research angle, research method and research clue, research content and innovative keys. The 2nd chapter is about theory summarization which analyzes conceptions of marketing channel trust mechanism, marketing channel, trust and marketing channel trust theory. The 3rd chapter analyzes influence factors of trust and effective reason of marketing channel trust. The 4th one is about the construction of marketing channel trust and the 5th one is the application of trust mechanism. At last, it is the summing-up and research prospect.Through the research of channel trust mechanism, There are twoinnovations in the thesis: (1) From the angle of middleman, defining and researching channel trust mechanism. (2) From the angle of middleman, analyzing the operation principle, constructing channel trust mechanism and giving a systemic way of application, especially talked about the risk control. All these make a guarantee to its application.