随着产品伤害事件频频发生,企业经营的市场向低信任度市场的转变,对消费者信任的修复应受到企业的重视,同时也是目前研究的热点问题。本文通过大量的文献梳理,认为企业信任违背其在市场中的具体表现是消费者对产品认知违背和公共关系违背两大因素,并提出可以通过修复策略作用于这两大因素以提高消费者的信任水平,实现信任修复目标。 With the frequent occurrence of product injury incidents, the transition from a business-run market to a market with low trust and the restoration of consumer trust should be valued by enterprises and also a hot issue currently under study. This paper through a large number of literature review, that corporate trust against its specific performance in the market is the consumer product awareness and public relations violations of breach of two major factors, and proposed that the repair strategy can play a role in these two factors to improve consumer Trust level, to achieve the goal of trust repair.