A Study On The Building Of A Trust Brand System In China's Enterprises

Trust, a basic principle of interpersonal relationship, has been emphasized and praised by philosophers, sociologists and economists at all times and in all over the world. However, with the development of society, especially with the economic prosperity, in the past hundreds of years, trust has been doubted and discarded by some, and someone's trying to cheat the other and self-seeking has rendered interpersonal trust outside familial ties almost nonexistent. Although the importance of ethical building has been advocated by the Central Government ever since China adopted the policy of reform and opening up to energetically boost its economy, some enterprises, due to various reasons, still sacrificed their long-term benefits for short-term profits and operated dishonestly or even illegally, scamping and stinting materials, manufacturing and selling fake products, publicizing falsely and deceptively, defaulting employees' payments and bank loans, etc. This phenomenon has aroused the alert of the government, scholars and sociologists. Publication of relevant laws and regulations, countermeasures, articles and books as well as the self-consciousness of enterprises have to some extent alleviated social tension caused by the lack of trust and ameliorated the relationship between enterprises and individuals. However, few enterprises have realized the significance of constructing a trust brand system.This thesis concentrates on the building of a trust brand system in China's enterprises. The writer read a large amount of materials both in Chinese and English and did researches online to test Chinese enterprises' practice against the theories and verify those theories in accordance with practices of domestic and foreign enterprises. By following the way of discovering, analyzing and solving problems, the writer pinpointed problems with Chinese enterprises in their building of trust brand, analyzed the reasons behind those problems and tried proposing measures to solve them.What is original with the thesis is that a model for the building of a trust brand system is put forward and the building of trust brand is emphasized as the center and supreme goal of the corporate operation and other strategies so that the system of trust brand will head the overall quality enhancement of production, publicizing, marketing and after-sales services. Thus, a corporate image of honesty and trust will be formed and entire corporate competence will be strengthened, resulting in the improvement of social trust, guaranteeing the competitiveness and access to the international market of China and Chinese enterprises.The thesis is divided into six parts. The introduction is mainly about the background information, reasons, present study and value of the topic. Chapter one summarizes theories on trust by ancient and modern domestic and western philosophers, with a conclusion that trust is a basic principle of interpersonal relationship and trust can reduce social interaction costs and commercial transaction costs. Chapter two briefly reviews the definitions, functions, characteristics of brand and brand strategy and their positions in corporate strategies, proposing that domestic enterprises should endeavor to explore and develop their special brands to enhance their competitiveness on the international market. Chapter three lists instances of corporate lack of trust and analyzes social, corporate and individual reasons behind them. Chapter four analyzes external and internal factors influencing corporate trust, providing a model and suggestions on how to build trust brand mainly from the perspective of corporate factors. Domestic and foreign famous brands are studied in order to provide reference for domestic enterprises. Chapter five concludes the main idea of this article and points out problems not tackled and suggestions for further study.