面对频发的产品问题,消费者对品牌的态度已经不再是简单地将品牌与安全或优质等价了,他们日益懂得依靠自身的能力收集和整合相关信息来做出判断,企业和品牌营销传播的各种信息对消费者的影响力日益强大。文章在回顾消费者品牌信任形成机制已有研究成果的基础上,以企业公开信息为基础,提出一个新的消费者品牌信任形成模型,最后据此模型为企业的消费者品牌信任管理实践提供一些建议。 Faced with frequent product problems, consumers’ attitudes toward branding are no longer simply to equate brands with safety or quality. They increasingly understand that they rely on their own ability to collect and integrate related information to make their judgment. Enterprises and brands Marketing communications of various information on the growing influence of consumers. On the basis of reviewing the existing research results on the forming mechanism of consumer brand trust, this paper proposes a new formation model of consumer brand trust based on the public information of the enterprise, and finally provides some models for the trust management practice of the consumer brand of the enterprise Suggest.