Research On The Specific Resolution And Trust Difficulties Of The Growth Of Family Enterprise And The Specific Resolution

Family enterprise is a worldwide prevalence of a corporate form of organization which plays an important role on promoting economic development. From the growth of family enterprise in the west and China, we can find that a lot of family enterprises will encounter the problem of the lack of trust resources on a certain extent. Owing to the lack of trust resources, family enterprise can't effectively solve the problems it faces in the course of its growth. This thesis calls this phenomenon as the trust difficulties of the growth of family enterprise.First of all, the growth process of family enterprise in this thesis is divided into three stages, namely traditional family enterprise, quasi-family enterprise and modern family enterprise, and each stage has definite trust theory to support. With the expansion of the scale of family enterprise, the self-management capabilities of entrepreneurs and the constraints of various social trust resources will show the external and internal trust difficulties of the growth of family enterprise. The expressive forms of the external trust difficulties include social trust difficulties, financial trust difficulties and professional manager's trust difficulties. The expressive forms of the internal trust difficulties consist of the trust difficulties of entrepreneur ability, family enterprise culture and family enterprise system.Then this thesis analyzes the specific reasons of producing the trust difficulties of the growth of family enterprise from five aspects: society, culture, family enterprise system, asymmetric information of family enterprise and increase of transaction cost.Finally, this thesis puts forward concrete measures from the external trust mechanism—establishing the good social trust environment, cultivating the perfect professional manager market, improving the capital market, increasing the global competitive consciousness of family enterprise and the internal trust mechanism—accelerating the construction of the systemic trust of family enterprise, strengthening the cultural construction of modern family enterprise, establishing the information communication mechanisms, constructing the relational marketing strategy within enterprises of the growth of family enterprise. This thesis proposes the specific resolution scheme on the aspects of constructing the trust culture system of family enterprise and building the relational marketing model of family enterprise so as to combine the internal and external of family enterprise better and form an interactive marketing.