Marketing Channels Between Members Of The Trust Mechanism

With the increase of market competition and the development of information technology , the business enterprise environment has witnessed/encountered a revolutionary change, the competition has changed from traditional enterprise competition to marketing channels. More and more enterprises begin to pay attention to the relationship management among the members of channel organization, the cooperation within the organization and the relationship management are becoming more and more important. However, the competitiveness of marketing channel stems from the cooperation among the members, while the members are belonging to different economic entities, it's bound to be many different interests tendencies. The frequent deception and opportunism resulting from lack of trust mechanism ask for the establishment of high trust relationship among channel members during their cooperation. Meanwhile, the establishment of trust mechanism is also the key organizing principle of network enterprises. Thus/therefore, how to deal with the problem of trust among marketing channel members has become a vital and urgent task in the academic circles and business circles.The thesis, adopting literature research methods to combine channel trust theory together with practice, refers to some sociological theories and methods, and combines with economic evolutionary game theory, based on the study of trust and channel relevant theories, so as to study the trust mechanism among channel members from the characteristics of channel structure. The train of thoughts are as follows:Firstly, the thesis mainly puts forward the background and significance of the research/study, study methods, train of thoughts, content and innovation spots/points. Secondly, the summary of the theory. The thesis narrates the theoretical research of marketing channel theory, trust theory, marketing channel trust theory and evolutionary game theories at home and abroad. Thirdly, the definition of trust mechanism and the analysis of its function principles. Fourthly, it analyses the trust relationship among members of channel organization through evolutionary game theory model, and the factors that influence the trust relationship. Fifthly, it puts forward the formation mechanisms of trust mechanism, concrete constructing measures and strengthening methods. Sixthly, the thesis narrates how to effectively protect/safeguard the trust mechanism among members of channel organization. Lastly, puts forward the research conclusion and prospects.The thesis provides a systematic framework for the establishment and management among the members of channel organization, and has a momentous theoretical and practical significance in improving the competitions of the whole marketing channel.