The Research On The Problems Trust Of The Marketing Channel

Along with economic globalization quickening unceasingly and the fierce competition of the modern enterprise, the traditional cooperation between enterprises in the marketing channel has not adapted to the environment of competition,both the academic circle and the business community are exploring how to establish the stable cooperation in the marketing channel between the member long-term. Some western marketing scientists have already shifted the key point of marketing channel from the structure of marketing channel relationship of marketing channel, while the studies about relationship and trust of marketing channel have direct or the indirect relation. Obviously, the trust is one of marketing channel relations key point.At present conflicts in marketing channel have been a serious phenomenon in our country, confidence in the marketing channel between members cannot get a high level, the members have not realized that the trust is important to the highly effective movement and the healthy development importance of the marketing channel, while the research on how to establish the trust between the members has still been at the theory development phase to the marketing channel. Therefore, regardless of from actual situation of domestic enterprise movement or the marketing channel theory development, research on trust of marketing channel is an important and urgent work of the marketing academic circle.This article mainly includes the present situation analysis on trust between the members, factors influencing on trust, strategy of enhancing the trust in the marketing channel, which uses the literature search method to summarize in the domestic and foreign marketing channel to trust the question the research results and the present situation; identifies the key factors influencing trust between the members in marketing channel and constructs the preliminary theoretical model in the marketing channel, collects data through the questionnaire survey procedure, carries on the confirmation various factors influencing on trust; According to various factors and the confidence level relativity, proposes to establish the safeguard mechanism the strategy of trust between the member in marketing channel, provides the mentality and the method that how to raise and maintain the trust in the marketing channel member as well as how to use the trust mechanism to prevent conflict in the marketing channel.