| The development of networking marketing organization and relational marketing channel put forward new challenges to traditional channel relation management, and it is also an important subject about channel relation research. the network paradigm of marketing channel focuses on the relationship, namely how to develop mutually reinforcing, long-term relationships. Under this background, trust is regarded as the means to reduce uncertainty and risk, and is considered to be the key factor of building and maintaining successful relationship in channel alliance and cooperation governance.This paper starts with network governance, finding the breakthrough point on the question through literature review, namely trust is regarded as the key factor of relationship construction and efficiency improvement of channel. On the basis of theory analysis, the author designed the conceptual model on trust governance in channel and proposed hypothesis and carried on statistical test through demonstration research. According to the conclusion of hypothetic test, the author researched the mechanism about trust governance in channel.Trust in channel is embeded in the network of social relationship, so trust governance in channel acts on the channel goal and improves operational efficiency of the channel through coordination, adaptation and maintenance of channel relation. Among them, relationship promoting and information communication coordinates channel relation; Influence acceptance and control reduction adapts channel relation; Forbearance opportunism safeguards channel relation. "Family" characteristic and instrumental modes of trust relationship taking interests orientation as the core in the Chinese society, determines trust governance in channel having content and operation mechanism under specific background. The paper aims at enriching past research results further theoretically, offering a new approach of channel governance on practice for the future. |
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