BtoC營(yíng)銷中的消費(fèi)者信任問題研究.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文BtoC營(yíng)銷中的消費(fèi)者信任問題研究姓名：劉曉彬申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：市場(chǎng)營(yíng)銷指導(dǎo)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