| 电子商务市场中信任战略的建立与实施——基于案例的分析 |
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| 引用本文： | 潘勇.电子商务市场中信任战略的建立与实施——基于案例的分析[J].商业经济与管理,2007,184(2):23-27. |
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| 作者姓名： | 潘勇 |
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| 作者单位： | 河南财经学院,网络经济与工厂战略研究所,河南,郑州,45002 |
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| 基金项目： | 感谢早稻田大学商学院根来龙之教授为本案例研究所提供的帮助和建议,并感谢参与案例讨论的早稻田大学商学院同行以及企业界人士. |
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| 摘 要： | 缺乏信任是影响电子商务潜力发挥的主要障碍之一。本文分析了日本AUCNET株式会社在电子商务市场实施信任战略取得成功的经验。本文认为,系统信任、制度信任、人际关系信任以及对信任的动态管理是实现网络信任战略的核心要素。而技术的可行性能否转化为制度性的现实是取得竞争优势的关键。最后,本文探讨了该案例对发展我国电子商务市场的借鉴作用。
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| 关 键 词： | "柠檬"问题 信任 声誉 |
| 文章编号： | 1000-2154(2007)02-0023-05 |
| 修稿时间： | 09 5 2006 12:00AM |
Establishment and Implementation of Trust Strategy in Electronic Commerce Market: A Case Study |
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| PAN Yong.Establishment and Implementation of Trust Strategy in Electronic Commerce Market: A Case Study[J].Business Economics and Administration,2007,184(2):23-27. |
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| Authors: | PAN Yong |
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| Institution: | Institute of Network Economies and Factory Strategy, Henan University of Finance and Economics, Zhengzhoa 450002, China |
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| Abstract: | The absence of trust is mostly an obstacle to e-commerce.This paper analyzes the successful experience that AUCNET has gained from implementing the trust strategy in electronic commerce market.The paper concludes that the system trust,institution trust,human relationship trust and dynamic management for the trust are the core factors.And whether technological feasibility can be translated into institutional reality is the key for quality-intermediary in the e-market to gain a competitive edge.At last,the paper puts forward some lessons from the case study for developing the e-commerce in China. |
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| Keywords: | 'lemon'problem trust reputation |
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