關係行銷理論偏重行銷通路組織間，應該如何維持長期合作關係之研究。事實上，卻約有三分之一組織間之行銷合作活動是完全失敗的，其失敗原因，在於通路成員缺乏信任與關係承諾。本文認為信任和關係承諾二項變數，在促進行銷通路組織之往來合作關係，是扮演非常重要角色。然而，多數行銷通路研究，仍然停留在權力和衝突之探討。因此，本文嘗試以信任與關係承諾為出發點，來探討我國汽車業通路成員間之關係。

　　　　　Relationship marketing emphasizes how to keep long term cooperation relationship between firms. But in fact, there are about one third of business marketing cooperation failed. The main reason for failure is both sides are lack of trust and relationship commitment. So, this study considers that trust and relationship commitment should play a very important key role in establishing and maintaining cooperation relationship between firms. However, now the domestic studies of marketing channel are mostly staying in the discussion of power and conflict. Therefore, this study will try to start from the points of trust and relationship commitment to discuss relationships between Taiwan automobile industry channel members.