毕业论文：营销渠道关系中信任机制研究.docVIP

毕业设计(论文) 题 目：营销渠道关系中信任机制研究 学 院： 国际商学院 专 业： 电子商务 姓 名： ****** 指导教师： ****** 2011年5月 营销渠道关系中信任机制研究 摘 要 在日益多元化的商品经济社会，信任是营销渠道关系中极为重要的一环。市场竞争越激烈，渠道关系中的信任问题越突出。只有保证营销渠道成员间相互信任，才能使其统一成一个整体，才能让营销渠道发挥最大的作用，而不是每一个成员作为独立的个体，单独的考虑自身的情况。 营销渠道关系中的信任使得合作各方能够相互依赖，并且简化较为复杂的关系，它由企业的商誉、规模、公平性、前度合作的经历、以及地域文化差异等诸多因素影响，并且信任在营销渠道关系中有着诸多的作用。因此，要通过各种方法积极建立营销渠道关系中的信任。由于网络的普及与应用，在线营销的信任也很值得讨论。最后，通过讨论大型零售商与供货商的信任问题，更加体现了信任在营销渠道关系中的重要性。 关键词：营销渠道关系，信任，信任建立，在线营销 Maketing Channel Relationships of Trust Mechanism ABSTRACTS Commodity economy in an increasingly pluralistic society，trust is a very important part in marketing channel relationships. The more intense market competition, the issue of trust in the channel the more prominent. Only to ensure that mutual trust among members of marketing channels in order to make it into a unified whole, marketing channels in order to maximize the role, rather than each individual member as a separate, individual circumstances to consider their own. Trust in marketing channel relationships can making all parties depend each other, , and simplify the more complex relationship. Trust is influenced by the goodwill of the enterprise, size, equity, past experience of cooperation, and regional cultural differences, and many other factors. Relationship of trust in the role of many marketing channels is important,so it should to establish trust in marketing channel relationships. As the popularity of network and application, the trust of online marketing is also very worthy of discussion . By discuss the issue of trust in large retailers and suppliers, reflecting the relationship of trust is important in marketing channels. 朗读 显示对应的拉丁字符的拼音 Marketing channel relationships, Trust, Confidence building， Online marketing 目 录 摘 要 2 ABSTRACTS 1 第1章 绪 论 1 1.1 选题的意义 1 1.2研究现状 1 第2章 营销关系中的信任 3 2.1营销关系中信任的内涵 3 2.1.1 信任是相互依赖性 3 2.1.2 信任是简化复杂的机制 4 2.1.3 信任是承担易受伤害之风险的意愿 5 2.1.4 信任是一种责任 6 2