Researching The Strategy Of Customer Maintenance Based On Trust

Pursuant to Chinese traditional culture,"TRUST"is basic of being, and fortune of one country. Confucianism is"death is unavoidable, but trust is eternal"and trust-treasure if country, protection of common people". After over ten years'developing for Chinese market economy, trust is facing rigid and awkward status nowadays between Chinese enterprises. Trust is difficult to be emphasized against profit driving. So, indeed handling cooperative relationship and building trust is guarantee of developing of enterprise, which can help enterprise obtain much more long-term profit as well as obtain reputation.The relationship, which the manufacturer can or not maintain between the manufacturer and the channel member (dealer), is directly affecting enterprise's competitive advantage. However, in our country, the question that makes very many manufacturers to have a headache is that the enterprises continuously develop dealers but enterprise's market share cannot be satisfied actually throughout. Research indicates that it is very difficult to form a kind of trust relationship between Chinese Channel Member Enterprise. It will cause the dealer giving up the cooperation relationship and changes other substitution supplier. So, that trust of the enterprises is introduced into the strategy of manufacturer maintaining customers, has become a quite popular research topic.Very many overseas scholars thought that China is a low level confidence state. Neither individual nor organizes, is very difficult to establish the trust relationship in the strange relations. But the domestic scholar thought that trust has the unique characteristic in the Chinese society. The reason that the overseas scholar has the biased viewpoint to the Chinese society is that they have not had a deeper understanding to the Chinese society's social environment. Therefore, based on analyzing and concluding mechanism's form of trust between enterprise, the paper that mainly adopts qualitative analysis method and the literature reading method with Chinese social environment discusses the characteristic of trust and points out that channel member enterprise of China may establish the trust relationship. Furthermore, the paper brings out the simple suggestion and the strategy that help to establish trust mechanism of Chinese enterprise in order to maintain the customers.The paper has mainly formed following three achievements: (1) Trust among enterprises (rational trust and perceptual trust) is the important factor which affects on the manufacturer holding customer strategy. The paper indicates if the manufacturer can let the dealer give itself the high level rational trust and perceptual trust, then the manufacturer easily hold its dealer customers. (2) There are many factors that affect the trust relationship between manufacturer and the dealer. These factors are classified as the manufacturer's characteristic factor and the relationship characteristic factor between the manufacturer and the dealer. (3) Based on analyzing the relationship of characteristic factor and the establishment of trust mechanism between enterprises and the relationship between trust and the customer maintenance, the paper puts forward a theoretical model about hold customers based on trust, and carries on the corresponding analysis to the model.Studies for trust are popular and develop rapidly in domestic and overseas now, but most of them are based on occidental culture and enterprise. Applicability of these studies for global enterprises or Chinese enterprises needs further validating and testing. Analyzing domestic studies for trust, especially for trust between enterprises, most are based theory analyze or individual case. But studies for enterprises group or certain trade line are still lacking. Target of this paper is to prompt studies in the field of trust between enterprises, and provide some direction and reference for enterprises.