Research On The Trust Management In Relationship Marketing

In the new context of globalization, trust has played an increasingly important role in the management, marketing and other fields. Trust is particular important in china, which is deeply influenced by confucianism.This paper mainly summarize and integrate the theory of trust and the theory of relationship marketing,which is now increasingly accepted by enterprises.Especially conduct deep studies on the trust of customer in relationship marketing and point out three important tools for the management of customer's trust in relationship marketing--continuous communication, enhance the value of customer, mechanisms for dealing with a crisis of trust, and make a game analysis in the trust between enterprises and customers in relationship marketing.The study of the paper, which can be summarized as follows:First, the model for game analysis in the trust of relationship marketing.Some conclusions can be drawn by analyzing the trust in relationship marketing--enterprises should pay attention to the choice of target customers, and to conduct a deep analysis in the industry that the enterprise lies, and also evaluate the ability of customer to profitability.Second, the trust management model of relationship marketing point out the basic ways for the enterprises to promote the trust of customer in relationship marketing--marketing communication, enhance the value of customer, deal with crisis, and point out three stages for the development of trust of customer--build trust, consolidate trust, a stage of high degree of trust.Third, Construct the conceptual model of the trust and information management system in relationship marketing, the system is composed of three parts:part of enhance the value of customer ,customer communication part,information analysis part,and analyzed the effort of each part and introduced the workflow of the system .Fourth, conducting a deep analysis and study of the basic ways of enterprise to promote the trust of customer in relationship marketing--marketing communication, enhance the value of customer. The method for marketing communication including: advertising, public relations, the visible display, image of corporate, a word-of-mouth; the ways for enhancing the value of customer should be set up in the orders of products and services and enhance the image of enterprises.Fifth, introduced the trust crisis in relationship, and the primary means for dealing with crisis is communication. Crisis communication should take care of internal communication with staff, customers and other affected communication and media communication.Finally, the paper summarizes the lack of research and the further improvement.