我国分销渠道关系中分销商信任的培育

Cultivating Distributors’Trust in China’s Marketing Channel

信任是建立和维系分销渠道长期合作关系的决定性因素。分销商信任的培育,需要从生产商的角度出发,分析分销商信任的本质及其影响因素,进而找出培育信任的对策。

Channel trust is the decisive factor to build and keep a long-term relationship in marketing channel. In order to find the countermeasures to cultivate channel trust, the nature and influential factors o f distributors’ trust need to be analyzed in manufacturers’ point of view.