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In the new context of globalization , the role of trust in management , marketing . Especially by the influence of Confucianism in China , trust is particularly important. This article will trust theory and the theory of relationship marketing is increasingly accepted by businesses to generalize integration carried out in-depth research , focusing on the customers trust issues in the relationship marketing , pointed out the vital the customers trust management process relationship marketing aspects - continuous communication , enhance customer value , crisis management , trust between businesses and their customers and relationship marketing game . This study can be summarized as follows: game analysis model of relationship marketing in trust , the trust relationship marketing game analysis , draw some conclusions - enterprises should attach importance to the selection of the target customers , and to the enterprise at the depth industry analysis, as well as some evaluation of customer profitability . Trust in relationship marketing management process model , pointing out the ways to promote customer confidence in the relationship marketing business - marketing communication , enhance customer value , crisis management, and proposed three stages of the development of customer trust - trust building , trust consolidate , trust enhance stage . Constructed conceptual model of relationship marketing in trust management system , the system is part of the Customer Value Enhancement , customer communication part , information analysis components , and an analysis of the various parts of the role and work processes . 4 customer trust relationship marketing enhance marketing communication, enhance customer value in-depth analysis and research : marketing the main means of communication , including advertising , public relations , tangible demonstration of corporate image and reputation spread ; enhance customer value pathway from the products and order processing services , enhance the corporate image in many aspects . 5 discusses the crisis of confidence in the relationship marketing , the primary means of handling of the crisis of confidence - communication , crisis communication to both internal staff communications , customer communications , and other influencers communication , media communication . Finally, the paper summarizes the shortcomings of the research work and issues for further improvement .
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