随着世界经济的全球化，网络营销己成为最具发展潜力的领域。
然而网络购物的交易信用问题随之日益突出，成为网络购物双方最关注的焦点之一。现有的网络购物网站信用评价模型虽然在一定程度上得到普及，但不能很好地反映用户真实的信用水平以及评价者的主观意愿。所以研究信用缺失及其经济理论，寻求建立网络营销信用保证体系，从而形成有效的信用机制，对网络营销的实践具有一定的指导意义。本文以“淘宝网”为例，基于消费者的视角，首先分析淘宝网信用机制的现状，其次对淘宝信用机制现存问题进行探讨，进而对淘宝网的现存信用机制提出改善对策。
关键词：网络营销，信用机制，淘宝网
Abstract: With the globalization of the world economy,web marketing has become the field with most potential.However,credibility which is now a outstanding problem,stands out as one of the most pressing concerns for both sides.The current creditbility-evaluation model for online shopping,though popularized to a certain extent,cannot actually reflect users' credibility standard and the real desire of evaluators.Therefor,it is instructive to the practice to study credit shortage and its economic theory,in order to build web marketing credit security system,and thus build up an effective credit system.This paper,citing Taobao website as an example,base on consumer Angle,first analysis results show that the present situation of the credit mechanism of dragons,then discusses the existing problems in the credit mechanism of dragons put forward the improving measures.
Key words: web marketing,credit system,taobao website
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