近年來，關係行銷已成為國內外學者一項重要的研究課題，企業也在思考如何與行銷通路中的合作夥伴建立長期互利的關係，功能性、結構性和社會性等關係連結可使合作夥伴的互動變得更緊密，而信任是建立長期友善關係的重要基礎。本研究針對耐久性消費品之行銷通路進行實證研究，來探討關係行銷的一些重要議題。首先，回顧企業文化、關係連結與信任的相關文獻，本研究彙整歸納出三者之間互動關係的假設，再更進一步探討企業文化、關係連結對信任之影響，探討在不同的構面之下，兩者對信任之影響，是否會有所變化。

本研究擬以問卷調查方式，對台灣手機、家電與電腦產業中的相關組織進行郵寄問卷調查。再以敘述統計、信度分析、效度分析、迴歸分析、結構關聯模式與變異數分析，驗證本研究提出的各項假設。

本研究之主要發現為：（1）顧客導向、長期導向、外在定位對關係連結皆有正向的加強效果。（2）企業文化中的顧客導向、長期導向對信任有顯著的正向影響。（3）關係連結中的功能性連結、結構性連結對信任有顯著的正向影響。本研究結果可提供行銷通路對於發展長期夥伴關係之建議與參考，以提高彼此「對合作之信任程度」，以發展出雙贏之關係。

Recently relationship marketing has become the main stream of academic research. Firms also consider how to establish long-term relationships with partners in the channel. The three types of relational bonds－functional, social and structural bonds－can improve the interaction between cooperative partners. Trust is an important foundation to build up long-term and friendly relationship. This research is aiming to explore some key issues of relational marketing, using the marketing channel of durable goods for an empirical case study. First, we will study relevant literature about enterprise culture, relational bonds, and trust. Second we will develop research hypotheses about the relationships between these variables, and explore their impact to the trust of cooperation.

For the empirical study, we will send questionnaires to the members of mobile phone industry, consumerelectronic industry and computer industry in Taiwan. And then using the methods of data analysis in this research are the tests for reliability and validity, descriptive statistics, regression analysis, LISREL analysis and analysis of variance.

The major findings of this study are as follows:
1.The consumer orientation, the long-term orientation and the external positioning are positively associated with the relational bonds.
2.The consumer orientation and the long-term orientation in the enterprise culture are positively associated with the trust.
3.The functional bonds and the structural bonds of the relational bonds are positively associated with the trust.

The results of this study can be suggested that the firms want to develop long- term partnership in the marketing channel. Then they can improve their trust of cooperation, and develop the win-win situation.

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