CSPC ZhongCheng Business Customers Trust In Drug Evaluation And Research Strategy To Build Trust

A mutual-trust relationship between companies helps to reduce friction in negotiations,to enhance the efficiency in cooperation and to reduce the cost.Based on these considerations,this paper will study the mutual-trust relationship between companies,using a case study in Shi Yao Zhong Cheng Shang Ye,evaluating its'consumers trust.Previous research on mutual-trust relationship is basically based on Western culture,so the empiral study is also employ the Western companies as samples.However,deep-rooted on Confucian culture,China is a typical 'renqing' society,for whom using the mutual-trust evaluation based on Western cultural background is still debatable.Therefore,in this article,rather than completely adopting the mutual-trust evaluation,the original evaluation is altered based on previous literature,through field interviews combining with Chinese business and cultural background.Mutual-trust is divided into two dimensions as "calculation-based trust" and "relational trust",basing on which a further analysis is conducted.Trust between the enterprise evaluation index is divided into four areas:provider(recipient)features,including vendor capability,reputation,products and personnel,and products and personnel is the introduction of this new variable;business and suppliers(offering trust party)features,including exchanges of experience,interdependence,and communication;their own(offering trust party)features,including the scale,nature and location;business cooperation potential with suppliers,including the potential of technological innovation,consistence of management philosophies,long-term strategic focus.By general comprehensive evaluation model and AHP evaluation,a supply chain strategy and means to build a mutual-trust relationship are to be explored.By examining the validity of uncertainty factor analysis,a further discussion of the different relationships between trust and cooperation,path-changing for trust and cooperation of the evolution and of the best match type of trust and cooperation will be made.