BtoC營銷中的消費者信任問題研究.pdf

1、復旦大學碩士學位論文BtoC營銷中的消費者信任問題研究姓名：劉曉彬申請學位級別：碩士專業(yè)：市場營銷指導教師：呂巍2001.5.15AbstractAtpresent，oneofthemostcrucialproblemsfordevelopinge—tailingisconsumertrustHoweverforalongtime，marketinghasbeentaking“consumerpursuesvaluemaximizati

2、on”aStheassumpti011oftheoreticresearchandstrategydecisionAccordinglymostresearchonconsumertrustisfocusedonhowtrustcontributestovalueInthisthesis，theauthorcreativelyresearchedonlineconsumerstrustnotfromthevaluebutfromthet

3、rustangle，andbringforwardthetacticsfortrustbasedonlinemarketingFirstlytheauthorelaboratedthe“valueineffectiveness’dilemmafacedbyetailersBasedontheanalysisoftraditionalvaluetheorytheriskvaluetheoryisbroughtforwardandusedt

4、oexplainsomeproblemsintraditionalmarketingandonlinemarketingInthesecondchaptertheauthorelaboratedthetheoreticimportanceoftrustresearchinmarketingbyusingthetheoryfromeconomicsandsociologyandtherealisticimportancebydescrib

5、ingtheparticularriskconsunlerfacedinetailingInthethirdchaptertheauthormainlydiscussedtheconceptoftrustandsomeotherconceptrelyingtotrust，andbroughtforwardthecons“l(fā)nqerdecisionbehaviorfunction，whichincludethetrustparameter

6、Inthefourthchapter，theauthorelaboratedthechoiceoftrustbasedmarketingstrategyonthebasisoftheanalysisontheonlinemarketingenvironmentandthee：tailingfiveforcesInthefifthchapteBtheauthordiscussedtheonlinetacticstobulldconsnnl

7、ertrustandtOdealwiththetrustcrisis，andhighlightedimportantrolesoftrustbasedmarketingtoolssuchasvirtualconsultantandonlinecommunityInthesixthchaptegthespecialchallengesfortrust—basedmarketinginChinaweredabomtedandtherelat